Lowe Lintas helps Liva make a fluid statement
Aditya Birla Group’s latest campaign starring Kangana Ranaut by Lowe Lintas is about a new-age fabric called Liva that infuses incredible fluidity into garments.
The unique concept and of the film, where a fashion hospital is shown with lifeless garments on the bed coming to life after infusion of Liva, is meant to redefine the way women consume fashion. The commercial went on air beginning March 29, 2017.
Liva, a fabric brand by the Aditya Birla Group, is available across over 2,480 branded retail stores and over 30 leading brands like Van Heusen, Biba, Shoppers Stop, and Lifestyle, among others. Apart from this, Liva is also available in over 15,000 smaller outlets across 250 cities. Liva fabric has a natural origin as is made of eucalyptus plant; garments made of Liva are fluid and breathable. Liva-fabric based garments can be identified at the brands/ stores through a pink tag/ label.
Talking about the vision of the brand Liva and why a TVC is the best progression for the brand, Rajeev Gopal, CMO, Birla Cellulose, said, “The vision of brand Liva is to provide Indian consumers a choice of fabric, which can allow them to dress fashionably and yet be comfortable and fluid. Also, as Liva promises fluidity, it comes alive much better in a moving medium than in print. So it’s a natural progression for the brand’s advertising to now move from print to television.”
Raj Gupta, CEO, Lowe Lintas, elaborated, “Liva is certainly going to bring about a transformation when it comes to fashion garments. It’s fluid, soft and drapes beautifully, so much so that it moves with you. As compared to most other fabrics that box you in, Liva liberates you.”
Deepa Geethakrishnan, National Creative director, Lowe Lintas, added here, “Liva is not just a natural fibre, or a fabric, or a garment or a fashion statement. Liva is all of this and more! The challenge was to bring alive this story of Liva in an edgy way so that it stands out in the cluttered fashion playground. And who better than Kangana Ranaut to flaunt the Liva flow!”
Kangana Ranaut, the brand ambassador of Liva, too expressed, “Liva fluid is all about comfort. It’s about being your own person, having your own style and just being comfortable in it. The TVC is very stylish and the concept is very fresh for an advert.”
About the concept of the film, Mikon Van Gastel, Director, said, “Liva transforms a fabric and it makes it really fluid, so it becomes all about metaphors and movement and it is little bit complicated to think about and to translate that into visuals but that’s what makes it exciting.”
Watch the TVC: