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 of the film, where a fashion hospital is shown with lifeless garments on the bed coming to life after infusion of LIVA, redefines the way women consume fashion. The commercial went on air on March 29.
"LIVA is not just a natural fibre, or a fabric, or a garment or a fashion statement. Liva is all of this and more," says Deepa Geethakrishnan, National Creative director, Lowe Lintas.
Talking about the vision of Brand LIVA and why a TVC is the best progression for the brand, Rajeev Gopal, CMO, Birla Cellulose says, “The vision of Brand LIVA is to provide Indian consumers a choice of fabric which can allow them to dress fashionably, 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 believes LIVA will bring about a transformation in fashion garments. “It is 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,” he states.
For Kangana Ranaut, the brand ambassador of LIVA, “LIVA 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.”
LIVA is not just a natural fibre, or a fabric, or a garment or a fashion statement. Liva is all of this and more, says Deepa Geethakrishnan, National Creative director, Lowe Lintas.
“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!” she adds.
About the concept of the film, Mikon Van Gastel, Director says: “LIVA transforms a fabric and it makes it really fluid, so it becomes all about metaphors and movement and it is a little complicated to think about and to translate into visuals, but that’s what makes it exciting.”