Conceptualized by TBWA, the TVC is targeted to young, confident and multi-tasking women; watch the TVC here
Neha Saraiya | Delhi | September 12, 2011
Women have often peculiar habits on the shopping front. Be it in choosing a brand, finalising a colour or bargaining on a price! Taking a cue from this knack of female clan, the new launched Handbags brand, Lavie has unveiled a TVC featuring its brand ambassador, Kareena Kapoor.
Crafted by TBWA, the campaign is on how the women shopper (Kareena Kapoor) in her quest for a perfect ‘Black’ handbag quizzes the salesman with various sizes and varieties, and finally ends up purchasing a flashy orange bag in lieu of her original demand. The ad basically highlights the perplexity of a woman who has a picture of requirement in mind but is unable to convey the same and is trying various options to come to a conclusion of what to shop for.
Talking about the insight behind the creative idea, Rahul Sengupta, National Creative Director, TBWA India states, "Probably, the most complex machine is the mind of a woman. It means one thing while it says something else. The statement is truest of all when a woman is shopping. If you have ever been a brother, suitor, husband or salesman, you will know. Watching this can be bemusing and amusing at the same time."
The TVC is targeted to young, confident and multi-tasking women, who is confused with an unknown form of definite.
Talking about the objective of the campaign, Nirmalya Sen, Managing Director, TBWA India says "We aren't the only brand that claims it has a wide range of styles and colours. But then, that truly is the competitive advantage of this brand - the widest range of colours, styles, genres of handbags. The challenge was to communicate range in a manner that is distinctive and endears the brand to its audience - confident, young, style-conscious women."
The Lavie communication started with print ads, information about the product, and product placement. The brand gained popularity with Kareena Kapoor’s endorsement and also with a very strong social media activity on Facebook.
Commenting about the communication strategy, Sandeep Goenka, Business Head of Lavie says, “The TVC takes the brand already to a new level by helping us reach out to a lot more customers given the fact that we are available at various cities across the country. As a brand we are a very young brand, andy ou will see innovative campaigns and a strong focus on our fast fashion products that hit the stores over a period of time”.
National Creative Director: Rahul Sengupta
Creative team: Rahul Sengupta, Rahul Ghosh, Siddharth Deo, Shagun Seda & Kimberley Flanagan.
Account Management: Nirmalya Sen, Anand Narayan, Priya Chandni & Geetanjali Sharma
Planning: Rajesh Sharma & Reny Thomas
Production house: 30 Secs of Fame
Director: Uzair Khan