Lavie, a leading Indian brand of fashion accessory and footwear has appointed Makani Creatives Pvt. Ltd as its advertising agency for its range of bags and shoes.
Established in 2010, Lavie is India’s leading women's accessory brand, with a pan India presence. Lavie launched its range of footwear in 2013. The brand leveraged the insight that women are indecisive and fickle in all their choices and worked on a communication platform “Fickle is Fun”. The proposition was launched with a campaign with Kareena Kapoor which had very high stickiness with the consumers.
The brand personality was built on the premise that women are unapologetic about their choices or the lack of it. In fact women nowadays are quite blasé about always wanting more and not making choices.
Speaking on the development, Sandeep Goenka, COO said, “Makani Creative has an illustrious track record of building and sustaining some of the most high profile fashion and retail brands in the country. It’s this expertise that they leveraged in order to come up with a very fresh perspective on “Fickle is Fun”. Makanis based their pitch on consumer insights while retaining the fashion and aspiration quotient of the brand. We look forward to breaking new grounds with the path created along with Makani Creative.”
Sameer Makani, MD, Makani Creatives said, ‘‘Lavie has created a very strong presence in a very short span of time in the market. Its strength lies in having a range of products right from wallets to bags and shoes all within an affordable range. Lavie gives women the liberty to amass more and more fashion accessories to go with their many moods and wardrobe.
The Lavie (range of products) is able to straddle the everyday as well as occasion based need of a woman. Its pan India presence ensures style or trend is not just an urban phenomenon.”