MUMBAI: To mark its 15th anniversary in the country, apparel brand Levi's has announced several initiatives titled 'Change Your World'.

As a part of one of its endeavors spread over 10 weeks, the Levi's Change Your World promotion will undertake an online music talent hunt. The band behind the most popular track of all the tracks listed on the Levi's India website, levi.in will get a chance to come up with a music video which will also feature actress and brand ambassador of the brand, Priyanka Chopra. They also get to go on a 3-city tour to popularize their sound.

The brand will also pick 15 youngsters, who embody the personality of Levi's, through an online process, and given a cash grant of Rs 1 lakh each to turn their dreams into reality. One of its other initiative it would invite upcoming art & design students in selected cities in India to showcase their expressions of how they'd want to Change Their World in the form of paintings and live art sessions conducted in key Levi's stores.

Levi's will also  distribute prizes including 150 iPhones, 1500 iPod Shuffles, 50 MacBooks and a grand prize of 7 Levi's customized Chevy Beats.

Speaking at the launch event, Levi's brand India marketing director Shyam Sukhramani said, "The �Change Your World' campaign is truly a way to mark this milestone in the company's history. We owe our success to the army of Levi's wearers who choose and wear the brand with a great sense of passion. The Change Your World movement seems like the most appropriate way to give
back to them."

Hungama Digital Media's Hungama Promo Marketing is promoting the campaign in India.