Dollar Lehar's brand ambassador is Saif Ali Khan

Actor Saif Ali Khan and Dollar Industries worked together to create Dollar Lehar, the brand's line of budget-friendly products. 

The decision to expand the mass portfolio with a prominent Bollywood celebrity was motivated by the rising fashion aspirations across the country's Tier-2 and Tier 3 cities, which strive for stylish yet affordable fashion, the company said. Akshay Kumar is currently the brand ambassador for Dollar Bigboss catering to the metro segment.

To promote this new commercial, the brand will run a 360-degree advertising campaign across print, electronic, outdoor, and online media. Currently, the campaign is active on both online and offline venues.

"When it comes to making a fashion statement, the lines separating India's big metropolises from the rest of the country are quickly merging. Rising discretionary earnings and the desire to dress fashionablely like their metronome brethren are common in Tier 2 and Tier 3 cities. As India's own innerwear brand, we made the decision to level the playing field for both our premium and economy segments. As a result, we needed a communication that would appeal to this newly emerging consumer group of people who are looking for fashion that is affordable. The first step in that direction was to enlist Mr. Saif Ali Khan to boost Dollar Lehar's style factor. Next, a communication was created for the campaign Mastiki Lehar that reflected Mr. Saif Ali Khan's uber-cool persona through a clever story and memorable execution.

The new commercial, created by Kolkata's Lowe Lintas and directed by Uzer Khan, is set in Rajasthan and centers on a group of foreign tourists tormenting an elderly tour guide who is unable to speak their language. In a comical change of events, Saif steps in to save the day and gives the foreign bully a lesson in his trademark way.