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Kareena Kapoor goes into denial & desire mode in new Lavie TVC

Conceptualised by TBWA, the ad captures the tempting range of Lavie and how women are helpless before its irresistable range  

BestMediaInfo Bureau | Delhi | November 2, 2012

Handbag brand Lavie has launched its latest TV commercial featuring brand ambassador Kareena Kapoor. Conceptualised by TBWA, the ad captures the tempting range of Lavie, and how women are helpless before its irresistable handbags.

An extension of the previous ad campaign which was based on the many moods of a woman – remember how Kareena drove the shop salesman to despair about the colour of the bag she wanted? – this campaign highlights how Lavie overpowers the denial of shopping. The TVC captures Kareena in denial mode whenever she comes across the latest Lavie – be it a hobo, a clutch, a laptop bag or a leather bag – while she ultimately succumbs to the urge to own that next perfect bag!

Sandeep Goenka, COO, Bagzone Lifestyles, said, “Kareena Kapoor, the eternal diva and style icon of the country, has added an oomph factor to the brand. She is just like any other woman who is perplexed when it comes to buying handbags as the choice is endless. Lavie offers contemporary handbags for every occasion and they are designed keeping in mind the many moods of women. We are certain that our consumers will relate to this TVC as it accurately depicts a great shopping experience.”

Rahul Sen Gupta, National Creative Director, TBWA, India said, “No, no, no, maybe, yes
that is the mind of a woman when she goes shopping! We captured this insight through Kareena's wonderful performance as a girl-next-door, going through great denial and great desire at the same time, in a Lavie store.”

Shakun Batra, Director of the film, commented, “Kid in a candy store was the first thought that came to my mind when TBWA narrated me this wonderful thought. The team in TBWA was extremely clear of the approach and with a performer like Kareena, I'm not sure if I can take any credit for how sweet and charming the campaign has turned out to be. It’s been a pleasure to work with the TBWA team and for a brand like Lavie.”

With international runway trends as an inspiration, Lavie has introduced designs that complete the look and complement every woman’s personality. Offering a wide range of totes, satchels, boxbags, clutches and more in a wide range of hues and distinct cutwork, Lavie encourages trendy women to shift gears and choose a bag for every occasion.

Directed by Shakun Batra of ‘Ek Main aur Ek Tu’ fame, the TVC has been produced by Red Ice Films.

The TVC:



Agency: TBWA, Mumbai

Creative Team: Rahul Sen Gupta, Rahul Ghosh, Shagun Seda

Film Dept.: Hriday

Servicing Team: Nirmalaya Sen, Aejaz Khan, Bodh, Tanvi Soni, Anisha Abraham

Production House: Red Ice Films

Shoot Location: Mehboob Studios, Bandra

Director: Shakun Batra


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