It takes just seven seconds to turn a ‘yes’ into a ‘no’, before a decision made from instinct gives way to logic, reason, and hesitation. Every experience born from saying ‘yes’ opens something hidden within each of us, unlocking something new– from what moves us, what makes us and even what we can’t stand.

And, Levi’s new brand campaign does just that — celebrates the ‘For Now, For A Lifetime’ moments and how they go on to become memories that stay with people, and ultimately shape each and every one of them.

The brand’s ‘For Now, For A Lifetime’ campaign captures what following one’s instinct looks like. The film, according to a media statement from Levi Strauss company in India, is inspired by real-life moments and instances and starts with cinema’s superstar Deepika Padukone sneaking away from a set, hopping into an auto-rickshaw and disappearing into the night.

Her impromptu adventure becomes the thread that ties together characters’ experiences from ordinary to extraordinary moments, capturing a spectrum of emotions from joy, to the rush, laughter, but also the calm.

In pairing a dark denim shirt and lighter high-loose jeans or a perfectly coordinated jumpsuit-like look, Deepika brings a fresh and modern take to denim in this new campaign, the company added.

“The ‘For Now, For A Lifetime’ campaign is an embodiment of what it truly means to live in Levi’s and how our product is so deeply woven into our consumers’ lives. This campaign, featuring Deepika Padukone, is a celebration of moments when you can truly be your most authentic self. Enabling this for our consumers is what we strive to do, from how we create our product to how we bring it alive for our consumers,” said Amisha Jain, Senior Vice President & Managing Director, South Asia-Middle East, Africa and Non-EU markets Levi Strauss & Co.

The campaign is a showcase of the brand’s new offerings.