Liva takes the digital-first route to launch #LiveYourFlow campaign with Kangana Ranaut

The ad film released on digital platforms shows a graceful Kangana adorning the fluid Liva fabric, which lets her breathe, glide, and flow.

e4m by exchange4media Staff
Updated: Oct 22, 2019 7:00 PM

With the digital space booming, Liva is one of the few brands leveraging on the platform by employing a different dissemination strategy for the ad film.

The digital ad film featuring Kangana Ranaut is designed to showcase not just the USP of the product, which is natural fluid fashion, but also to evoke emotions in the consumer who is wearing the garment. 

The background music and the perfectly synchronized ballet dancers very aptly communicate the essence of the product, i.e. ‘natural fluid fashion.’ It goes on to further  introduce the campaign title, #LiveYourFlow by choosing the Liva tag across leading brands.

#LiveYourFlow campaign gets across the feeling of being unrestrained and free to do one’s own thing. It connotes a positive and energized state of mind, where one is open to possibilities. Liva celebrates the unrestrained and unhindered spirit of the consumers by providing them with a breathable, fluid fabric. 

“It was a strategic decision to the digital-first route,” said Srishti Sawhney, President and Global Brand Head, Grasim Industries, Pulp & Fibre Business. “Liva, being a new age natural fabric brand has always taken initiatives to connect with the end consumer in innovative and creative ways. There is a huge attitudinal and behavioral shift in consumption towards digital media. Therefore we too have evolved our marketing strategy to reach out to the customer more effectively.”

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