LIVA outshines in mall space with unique innovation

LIVA, a high-quality fabric of Aditya Birla Group, stood out in a busy space like inside a mall with one of its kind campaign where the mannequins of their brand ambassador Kangana Renaut were hanged as the drop downs. The campaign was aimed at showcasing the unique fluid fabric which falls and drapes well and made with natural cellulosic fibres. In association with Street Talk, the agency on board with Grasim, the brand tried to fulfill the objective to deliver high footfalls for their partner brands such as W, Pantaloons, Biba, Solly, Van Huesen, Shoppers Stop, among others by being visible as a reminder in the last leg of consumer journey.

Along with the fascinating innovation, fabricated by Sakshi Advertising team, the magnitude of the campaign was kept quite large as the malls spread across the country were tapped for the branding & promotion for vanilla campaign and innovation was executed  in total 9 malls, operated by Mittle Sons Media Associates.

Commenting on the campaign, Shardah Uniyal – Head Branding and Communication, Birla Cellulose shared, “Liva is a new age fabric brand. Brands like W, Pantaloons, Biba, Solly, Van Huesen, Shoppers Stop, among others use Liva fabric in their collections. Almost all the brands have their presence in leading malls. Our objective was to deliver high footfalls for our partner brands by being visible as a reminder in the last leg of consumer journey”.

The brand has spent almost Rs 8 crore on creating entire ground visibility which included OOH as well as retail marketing such as windows, in-store visual merchandise, and facades.

The brand, already enthusiast about this initiative, plans to continue such marketing gigs based on the outcome of this campaign. “We are definitely excited about this season and our new initiatives to enhance visibility.  Our future plans are based on our learning from the current season’s campaign. To understand the effectiveness of this campaign we are conducting exit interviews with customers with the help of a renowned research agency. Based on our learnings we plan for our next season’s campaigns”, shared Shardah.

Dipankar Chatterjee, Director, Street Talk Connect Pvt. Ltd commented, “Anything that breaks the monotony and creates excitement among target audience needs to be applauded.”