MUMBAI: Conceptualised by TBWA, handbag brand Lavie has launched its first ever TV commercial featuring the brand ambassador Kareena Kapoor.

The TVC for Lavie is created based on the notion of women with various moods, the company said.

TBWA India national creative director Rahul Sengupta said, "Probably, the most complex machine is the mind of a woman. It means one thing while it says something else. The statement is truest of all when a woman is shopping. If you have ever been a brother, suitor, husband or salesman, you will know. Watching this can be bemusing and amusing at the same time."

The TVC captures the dilemma of the sales person who attends to innumerable women, with varied demands. It also highlights the perplexity of a woman who has a picture of requirement in mind but is unable to convey the same and is trying various options to come to a conclusion of what to shop for.
 
The TVC captures the essence of Lavie, which has bags for all the moods of today‘s jet-setting women.

Lavie business head Sandeep Goenka said, "Kapoor very well resembles the personality of Lavie and the association with her is synonymous with our brand. And with this ad, Kapoor captures the essence of shopping, for every woman with her proficient expressions. The Lavie collection offers stylish and accessible handbags for today‘s jet-setting women which are now readily available all over India."

TBWA India MD Nirmalya Sen added, "We aren‘t the only brand that claims it has a wide range of styles and colours. But then, that truly is the competitive advantage of this brand - the widest range of colours, styles, genres of handbags. The challenge was to communicate range in a manner that is distinctive and endears the brand to its audience - confident, young, style-conscious women."

The TVC is produced by 30 Secs of Fame and directed by Uzair Khan.