In its first-ever campaign which will take digital-first route, Liva, the ingredient brand from the house of Aditya Birla Group, has launched its latest campaign #LiveYourFlow featuring Hindi film actor 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 behavioural shift in consumption towards digital media. Therefore, we too have evolved our marketing strategy to reach out to the customer more effectively.”

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 synchronised 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 energised state of mind where one is open to possibilities. Liva celebrates the unrestrained and unhindered spirit of the consumers by providing them with a breathable, fluid fabric.

(Except for the headline and the first para, this story has not been edited by Fibre2Fashion staff.)

Fibre2Fashion News Desk (RKS)

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