Actor Parineeti Chopra has joined the club of celebrity endorsers as the brand ambassador of Lyra. Lyra is one of the largest legging brands in the women wear segment.
Positioned as leggings for anytime anywhere, the manufacturers of Lyra, Ebell Fashion, a Lux group company, has further plans of premiumisation and portfolio expansion and thus signing up with Chopra facilitates targeting the current youth fraternity.
Announcing the brand association, Udit Todi, Director, Ebell Fashion, said, “In a very short span of time, the brand has helped us to strengthen our presence in the burgeoning women’s leggings category. We have also extended our brand portfolio to intimate wear like lingerie and loungewear for women. Lyra is slowly progressing and carving itself out as a lifestyle brand with the aim to expand into further categories beyond leggings with differentiated offerings in an endeavour to command the highest share in this market.”
The legging business is growing by 50% a year and currently the brand commands a market share of 38% in the mid to premium segment.
Speaking on the occasion, Chopra said, “I find Lyra leggings very comfortable and easy to wear. I can sport them anywhere and at all times. This product from Ebell Fashions is both trusted and known for delivering consistent quality and I am happy to be associated with them.”
Roping in the actor for Lyra will be supported by a 360-degree integrated communication. Apart from exploring all major Hindi GEC channels, a comprehensive communication campaign would be done through print medium, BTL initiatives and in-store activations.
Campaign link: https://www.youtube.com/watch?v=iqoekO6K3hU
Campaign elements: TVC, Print, outdoor, Digital, Cinema, social media
Creative Agency: Rediffusion
Photographer: K U Mohanan
Creative Director: Rahul Jauhari
Production House: ELEMENTS
Director: Vivek Daschaudhary
Producer: Barkha Sawhney
Working title of film : MY LIFE MY LYRA
Duration : 45 secs masters for digital and cinéma and 30 sec for TV
Campaign breaks : 21st May 2017
Exposure (media used) : TVC, Print, outdoor, Digital, Cinema, social media