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Web Exclusive | October 2017

The most unique mall drop down by Liva

Liva, the new age fabric brand from the Aditya Birla Group, has stood out with a unique campaign where a life size mannequin of the brand ambassador Kangana Ranaut dropped down in 10 key malls across 10 cities of the country. The campaign stands out uniquely apart in mall spaces where every brand is trying to get attention of the consumer.

Liva fabric has partnered with brands like W, Pantaloons, Biba, Solly, Van Huesen, Shoppers Stop, among others. These brands have Liva fabric in their garment collections. Almost all of these brands have their presence in leading malls. Being visible as a reminder in the last leg of consumer journey, this innovative concepts not only catches attention but also delivers high footfalls for the partner brands.

The overall campaign strategy includes in-store visual merchandising, windows and facades. Shardah Uniyal, Head – Branding & Communication, Birla Cellulose expressed, “Being an ingredient it is imperative for the brand to get noticed and stand out in clutter. This innovation is aimed towards garnering maximum visibility and increasing foot falls for our partner brands in those malls.”

Liva is a fabric brand from the Aditya Birla Group. Liva stands for high quality fabrics made from Birla Cellulose fibres. Unlike other fabrics which are boxy or synthetic, Liva is a soft, fluid fabric which falls and drapes well. It is comfortable and eco-friendly. Birla Cellulose, the Pulp and Fiber business of Aditya Birla Group is a global leader in MMCF and a pioneer in India in VSF.

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