First TVC from Lavie

18 Oct,2011

By A Correspondent

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Conceptualized by TBWA, the new television commercial of Lavie featuring the brand ambassador Kareena Kapoor, hits across various  TV channels this season. The new television commercial for Lavie captures the dilemma of the sales person who attends to innumerable women, with varied demands. It also highlights the perplexity of a woman who has a picture of requirement in mind but is unable to convey the same and is trying various options to come to a conclusion of what to shop for. The new television commercial for Lavie is created based on the notion of women with various moods.


Talking about the insight behind the creative idea, Mr Rahul Sengupta, National Creative Director, TBWA India states, “Probably the most complex machine is the mind of a woman. It means one thing while it says something else. The statement is truest of all when a woman is shopping. If you have ever been a brother, suitor, husband or salesman, you will know. Watching this can be bemusing and amusing at the same time.”


The TVC captures the essence of Lavie which has bags for all the moods of today’s jet-setting women.


Mr Sandeep Goenka, Business Head of Lavie says, “Kareena very well resembles the personality of Lavie and the association with her is synonymous with our brand. And with this ad, Kareena captures the essence of shopping, for every woman with her proficient expressions. The Lavie collection offers stylish and accessible handbags for today’s jet-setting women which are now readily available all over India.”


Talking about the objective of the campaign, Mr Nirmalya Sen, Managing Director, TBWA India says, “We aren’t the only brand that claims it has a wide range of styles and colours. But then, that truly is the competitive advantage of this brand – the widest range of colours, styles, genres of handbags. The challenge was to communicate range in a manner that is distinctive and endears the brand to its audience – confident, young, style-conscious women.”



National Creative Director: Rahul Sengupta, (NCD TBWA India)

Creative team: Rahul Sengupta, Rahul Ghosh, Siddharth Deo, Shagun Seda & Kimberley Flanagan.

Account Management: Nirmalya Sen, Anand Narayan, Priya Chandni & Geetanjali Sharma

Planning: Rajesh Sharma & Reny Thomas

Production house: 30 Secs of Fame

Director: Uzair Khan

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