Liva partners with Vogue India to launch #LiveYourFlow campaign with Kangana Ranaut

The digital-first campaign was launched at the Vogue Women of the Year event which celebrates and recognises women with exceptional talents from across industries

e4m by exchange4media Staff
Updated: Nov 11, 2019 12:15 PM
Liva with Kangana Ranaut

Liva, a brand from the house of Aditya Birla Group has been known to undertake innovative initiatives to connect with the end consumer. The brand joined hands with Vogue Women of the Year to showcase and amplify the high fashion quotient of the fabric. This year, the brand launched its digital-first campaign with Bollywood superstar Kangana Ranaut called #LiveYourFlow, which was a part of the event’s theme as well.

The annual event celebrates and recognises women with exceptional talents from across industries. This was an apt collaboration as the event’s underlying message and Liva’s brand identity both focus on women of substance. The Vogue women are those who managed to not just live their flow but used it as their superpower to leave a mark on thousands. They are women of substance who look at the world as their playground and start slaying every day of their life to make an impact beyond imagination. The Vogue women are in simple terms, ‘LIVA women’ who live their flow, take risks and have fun! Dilip Gaur Managing Director – Grasim Industries Ltd. presented the designer of the year award to Ruchika Sachdev.

“LIVA’s partnership with Vogue Women of the Year is in line with the brand's proposition of Live Your Flow which encourages and urges women to be strong, unrestrained, powerful women. We have interacted with many inspirational women today who are embodying and living life in their flow,” said Srishti Sawhney, President and Global Brand Head, Grasim Industries, Pulp & Fibre Business.

The event witnessed a fabulous LIVA walk-in kiosk which was enabled with splendid flowy projections adding to the #LiveYourFlow message. Celebrities like Kalki Koechlin, Amyra Dastur, Dia Mirza, Tapsee Pannu were seen walking into the kiosk and capturing some amazing moments. LIVA also engaged with social media superstar Farhana Bodi who took over the LIVA Instagram account and kept the page buzzing with live updates from the event. This helped the brand in increasing the engagement on their page and connecting with fashion enthusiasts.

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