Cheil bags the creative mandate for Lavie by Bagzone

Cheil Worldwide SW Asia (Cheil India) has been awarded the creative mandate for Lavie, the women’s handbag & footwear brand from Bagzone Lifestyles Pvt Ltd. The brand was being handled by TBWA. The advertising spend is valued at Rs. 25-30 crores and will be handled by Cheil India’s Gurgaon and Mumbai offices.

The Lavie brand with its range of women’s handbags was launched in 2010. This was soon followed by footwear to complement the handbags. This fashion lifestyle brand targets the consummate GenY young woman who is multi-faceted, successful, independent and vivacious.
 

Confirming the win, Hari Krishnan, COO, Cheil Worldwide SW Asia, said, “Lavie is indeed a very prestigious win for Cheil. I am glad Bagzone gave us the opportunity to demonstrate our integrated capability. As a brand, Lavie already enjoys very good recall but needs to move the needle on brand attitude. We are very excited with this mandate - creative juices will flow and bring our ideas alive across all touch points of the consumer journey.”

On Cheil’s appointment as Lavie’s creative partner, Sandeep Goenka, COO of Bagzone said, “Cheil's integrated approach was very robust. Lavie is a young brand yet enjoys good recall. However, the need is to take it to the next level with the right partners - we are happy that Cheil's creative combined with shopper/ retail capability brought alive the idea of a complete consumer voyage.”