Liva mesmerises onlookers with its fluidity

Aditya Birla Group recently unveiled its’Liva Viscose’ fabric, for which the campaign kick-started with an event where the brand ambassador – a fashion icon herself, Kangana Ranaut was introduced to the glitterati. Print ads quickly followed on April 9, when The Times of India brought the fluidity alive on its front page jacket. The colour combination used by brand custodians highlights the essence of the product – a natural fluid fashion for the women of substance!

The announcement of the new arrival was coupled with the OOH presence to multiply the reach of the communication. Mumbai, Delhi and Bangalore were the chosen towns where large formats were used to create better top of mind recall for Liva fabric which now will be seen in top fashion brands like Van Heusen women, Allen Solly women, Global Desi, Chemistry, F-109, Pantaloons and Lifestyle. In the first season of the national launch, Liva will reach over 50 cities and 1,000 outlets with approximately 2 million garments, tagged with Liva.

Dipankar Chatterjee, Co-Founder and Director, Street Talk said “Adding a prestigious brand in your list of clients gives you instant pleasure, but being with them for long gives you satisfaction. Our association with Grasim is almost two years old and we are very happy to be a part of Liva’s launch in the outdoor space. Keeping the importance of communication in mind, extra precautions have been taken in site selection and execution. Just to add some glitter to the communication, Liva tag was converted into a back lit box with acrylic letters to make Liva tag the most important part of the communication.

Street Talk, a relatively new agency in the OOH space, has been working relentlessly and quietly making their presence felt in the OOH industry. Within a period of two years of their inception, they have been able to win the trust of many reputed brands which says a lot about the team and their leaders.