Liva’s latest campaign starring Kangana Ranaut creates stir

06 Apr,2017

By A Correspondent


Aditya Birla Group has unveiled a new campaign by Lowe Lintas starring KanganaRanaut. It is about a new-age fabric called Liva that infuses incredible fluidity into garments, notes a communique.


Said Rajeev Gopal, CMO, Birla Cellulose: “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.”


Added Raj Gupta, CEO, Lowe Lintas: “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.”


Commented Deepa Geethakrishnan, National Creative Director, Lowe Lintas: “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 it stands out in the cluttered fashion playground. And who better than Kangana Ranaut, to flaunt the Liva Flow!”


About the concept of the film, Director 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.”


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