Birla launches campaign with Kangana

MUMBAI: Aditya Birla Group latest campaign starring Kangana Ranaut, made Lowe Lintas, highlights is on the new-age fabric designed to instil incredible fluidity into garments, from the house of Birla Cellulose.

Talking about the vision of the brand LIVA and why a TVC is the best progression for the brand LIVA, Rajeev Gopal (CMO, Birla Cellulose) states that the vision of brand Liva is to provide Indian consumers a choice of fabric, which can allow them to dress fashionably and yet be comfortable and fluid. Also this brand promises fluidity, this comes out alive, much better in a moving medium than in a print medium, so I think it’s a natural progression for the brand to now move from print to television

A lot goes in to making a fashion film, as stated by - Deepa Geethakrishnan National Creative director, Lowe Lintas, “This was really a very challenging ask for us, because we were to communicate so many things about LIVA, over and above everything else it had to be a fashion film and it had to look really edgy, so it was a long journey to manage to get a concept ready which infuses everything in it.”

About the concept of the film, Mikon Van Gastel Director says: “LIVA transforms a fabric and it makes it really fluid, so it becomes all about metaphors and movement and it is little bit complicated to think about and to translate that into visuals but that’s what makes it exciting.”

The brand ambassador of LIVA, Kangana Ranaut too stated that: Liva fluid is all about comfort, it’s about being your own person, having your own style and just to be comfortable in it and the TVC is very stylish and the concept is very fresh for an advert.

Latest Reads
Bridge Music Academy launches the racist keyboard

MUMBAI: Earlier last month, Bridge Music Academy has launched the racist cover campaign aimed at educating children about racism and its effects. Conceptualised by Dentsu Webchutney, the campaign is supported by Culture Fox and Roland.

MAM Marketing MAM
QuikrHomes releases consumer sentiments report for 2018

MUMBAI: Leading digital real estate business QuikrHomes has released a comprehensive report that captures consumer sentiments for the year 2018. The report was conceptualised to understand consumer sentiments post regulatory changes in the real estate and what it means to the industry in 2018. 

MAM Marketing MAM
Law & Kenneth Saatchi & Saatchi appoints Delna Sethna as CCO

MUMBAI: Law & Kenneth Saatchi & Saatchi, Publicis Communications’ full-service creative agency, has named Delna Sethna as its chief creative officer across all its businesses. Prior to this, Sethna was leading some key global businesses such as P&G brands and Mondelez.

MAM Marketing MAM
2018 will be a year of video campaigns: WATConsult's Rajiv Dhingra

MUMBAI: If you see an advertisement on a website or your app, you are a well defined consumer of digital advertising. Thet ads on the website you visit are primarily revenue source for internet companies.

MAM Marketing MAM
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories