LIVA Stands Out With Its New Innovative Mall Advertising Concept

by  EVENTFAQS Bureau Marketing | May 2, 2018 | Press Release

LIVA

Liva, the new age fabric brand from the Aditya Birla Group, launched its unique campaign on April 19, 2018, for which a life-size mannequin of the brand ambassador Kangana Ranaut was dropped down across malls in Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, and Pune. 

This season the innovative campaign stood out in 54 malls across 26 cities. LIVA being the first ever brand to have the largest drop down with a size of 20 feet tall which enhanced outreach and gathered immediate attention in the over-crowded mall space. The main idea for the innovation was to create an immediate recall in the last leg of the consumer journey. 

The study across malls showed positive consumer response with 71% consumers noticing the drop down and  68% recalled seeing the innovative drop-down, out of which 54% appreciated the campaign. 77% of the consumers surveyed were able to resonate that LIVA was a fluid fabric and 3 out of 5 considered LIVA as a fabric brand. 

Ms Shardah Uniyal, Head – Branding & Communication, Birla Cellulose expressed, “The response from the innovation done last season was overwhelming, which was one of the many reasons why we re-launched the campaign with more innovative display. Being an ingredient it is imperative for the brand to get noticed and stand out in clutter. This innovation was aimed towards garnering maximum visibility and increasing footfalls for our partner brands in those malls and this campaign has successfully achieved the objective.”

Mr Vishnu Telang, CEO – Khushi Advertising, commented “We worked upon the innovative idea given by Liva and further enhanced the look and workability of the innovative drop-down. The most demanding part of the campaign involved creating and putting up suspended 20 feet 3D dropdowns which portrayed the brand ambassador, Kangana Ranaut showcasing the resplendence of the fabric”.