LIVA from Aditya Birla Group Redefines New Trend with Kangana Ranaut in their Latest Campaign

LIVA – the recently launched brand of fabric from the Aditya Birla Group, unveils its latest campaign with the fashion goddess and brand ambassador –Kangana Ranaut. Made with natural fibers, LIVA promises an experience of natural fluid fashion with an all new perspective this season. Fluid fashion is about wearing fluid garments that transform the way you look and feel.

The entire range of garments made of LIVA fabrics can be experienced at leading retail outlets like Global Desi, Pantaloon, Lifestyle, Shoppers Stop, Allen Solly, Van Huesen among other stores. The way to identify LIVA garments is through the vibrant pink Liva tag. The tag assures that the fabric in the garment has the most liquid and soft drape and is made of natural, eco-friendly fibres.

The latest campaign with Kangana, brings alive the unique attribute of the fabric i.e. fluidity.

This dramatic expression of fluidity and dynamism has been achieved on the static medium i.e. Print and Outdoor through a unique shoot and post production work. The campaign will be out this week and will continue till mid-December.

Speaking on the occasion and why she chose to endorse the brand, LIVA’sbrand ambassador and Bollywood queen, Kangana Ranaut said, “LIVA is a very special fabric. I was pleasantly surprised first time I wore it. It is fluid, it is comfortable. Just like liquid, you move it moves. And it is also natural. It delivers its promise of Natural Fluid Fashion! I love fashion! I love dressing up, I think most girls do. So it is great if people find me fashionable. But fashion for me is about being myself, having a sense of spontaneity that comes from being free spirited. This is what attracted me the most to LIVA fabric when I chose to endorse it .”

Speaking further, to the media Kangana said, “My fashion tip to all is to be fluid! Don’t restrict yourself to one style. Keep experimenting. Use free flowing silhouettes as they flatter all body types. Add garments made with fluid fabrics in your wardrobe.”

Mr K K Maheshwari, Managing Director, Grasim Industries Limited and Group Director Textiles said, “LIVA is an initiative of the Aditya Birla Group towards connecting with the end consumer directly. Consumer love LIVA, the natural fabric for its great flow and feel. This is the second season of LIVA being present in the market. During Summer-Spring 15, when we launched LIVA, we had received an overwhelming response. This Autumn-Winter 15 we have added many more brands and partner in this endeavour, so our consumers will be seeing a lot more width and breadth in the designs and garment collections made of LIVA fabric.”

Currently LIVA is available across major fashion retail partners - Global Desi, Pantaloon, Allen Solly, 109 F, Fusion Beats, People, Lifestyle, Melange, Van Huesen, Shoppers Stop, Wills Lifestyle, Reliance Trends, Desi Belle, Ethnicity, Fashion at Big Bazaar, Max.


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