Parineeti Chopra is the new brand ambassador of Lyra

The brand’s aim is to reach out to the youthfraternity

e4m by exchange4media Staff
Updated: May 29, 2017 3:53 PM
Parineeti Chopra is the new brand ambassador of Lyra

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 summary:

Campaign link:

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


TVC details

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



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