Lavie, India’s leading fashion brand known for its snazzy bags and shoes, has unveiled a fresh collection backed by an edgy advertising campaign. The brand new campaign resonates with the mindset of its audience – being fickle is fun. The new collection includes hand bags, shoes, slings and wallets in popping colours and new-age designs which evoke excitement and promises to leave the shoppers spoilt for choice.
Talking about the campaign, brand ambassador Kangana Ranaut stated, “Bags and shoes have always stood out as essential fashion pieces for women to express their personality. Right bags and shoes can turn you into a showstopper, making heads turn wherever you go! Being the face of Lavie was a natural fit as this brand encourages women to embrace fashion with confidence and feel unapologetic about being themselves.”
“The latest collection by Lavie is chic, feminine and versatile which is exactly what Kangana’s personality resonates. Taking inspiration from nautical themes, tropical exotics and eastern European elements, the new collection exudes high street trends combined with grace and elegance.This new collection is meant for women who enjoy having fun, have distinct fashion sensibilities, embody self-acceptance and always puts their fashion foot forward,” added Chief Operating Officer, Bagzone Lifestyle Pvt. Ltd, Sandeep Goenka.
The brand proposition has been built on the premise that women no longer regret their choices or the lack of them. In fact, women nowadays are quite blasé about always wanting more and not making choices. This attribute is not seen as a shortcoming, but as a means to want or expect more from every aspect of their lives.
The concept has been moulded into a 360-degree campaign, including a TVC (television commercial). The TVC highlights the indecisive character of women and brings back fickle in style.
“Shooting for this campaign was extremely fun and effortless as I was actually spoilt for choice after seeing the colourful, peppy and trendy range of handbags and shoes. Posing with just one bag was indeed a challenge as they were all so gorgeous and stunning!” says Kangana.
The advertisement depicts a plethora of bags and footwear with Kangana holding a Lavie handbag and saying confidently: “My choice is clear.” But then she spots another bag she likes and ends up liking yet another handbag. She has a hard time choosing from the hoards of Lavie handbag options. In the end she is in a car full of bags and shoes saying, “My choice? Always clear.”
The TVC ends with the line: Don’t stop at one. Fickle is fun.