Liva, the ingredient brand from the house of Aditya Birla Group, launched its latest campaign LiveYourFlow which features Bollywood Superstar Kangana Ranaut. This is the first-time that the brand has taken a unique route of releasing the campaign first on digital platforms including social media. “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,” she added. With the digital space booming, Liva is one of the few brands which are leveraging this platform by employing a different dissemination strategy for the ad film; where it is released digitally first and other mediums will then follow.
The ad film shows a graceful Kangana adorning the fluid Liva fabric which lets her breathe, glide, and flow. 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 introduce the campaign title, #LiveYourFlow by choosing the Liva tag across leading brands.
The digital film is designed to showcase not just the USP of the product, which is natural fluid fashion, but also the emotion it imbibes in the consumer who is wearing the garment. LiveYourFlow, the campaign title 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 (please suggest if we can say women as that’s our target audience) by providing them with a breathable, fluid fabric.
About LIVA: LIVA is a new age fabric from the Aditya Birla Group. Unlike other fabrics, that are boxy or synthetic, LIVA is a soft, fluid fabric which falls and drapes well. A promise that is delivered through accredited value chain. The new-age naturally sourced fiber made into fabric in pure or blended form, transforms not just the garment but also the person wearing it. It is comfortable, soft, natural, and eco- friendly. The brand recently launched their eco-enhanced version of the fabric, called Livaeco, which
made of wood pulp sourced from FSC certified forests.