With Lavie 'fickle is fun'

The campaign, conceptualised by Cheil India, captures the indecisiveness of the evolved, fashion-forward women in a witty and light-hearted manner

BestMediaInfo Bureau | Mumbai | September 29, 2014

Click on the image to watch the TVC.

Lavie, a leading high-street accessories brand, has launched its second advertising campaign called 'Fickle is Fun'. Conceptualised and executed by Cheil India, the campaign captures the indecisiveness of the evolved, fashion-forward women in a witty and light-hearted manner. TV, print, cinema and digital mediums are being used to promote the brand.

The campaign was shot in Cape Town, South Africa, with international models using the products and propagating fickleness as an attitude and way of life. The TVC captures the sheer number of choices a woman loves to make and unmake, to come to a decision, and it also showcases the new line of offerings from Lavie. The ad has attempted to create a happy and carefree world of Lavie women.

Atishi Pradhan

Atishi Pradhan, Chief Strategy Officer, Cheil India, said, “The brand was in the 'easy' or 'popular fashion' slot, and the brief was to make it more aspirational and stylish, to appeal to a more evolved woman. The best fashion brands have a point-of-view, an attitude – and that is what we wanted to add for Lavie, to set it apart from other brands.”

Nima DT Namchu

Nima Namchu, Chief Creative Officer, Cheil India, commented, “One common perception of women is that they change their mind often, and that is usually made fun of in a light-hearted way. We thought,  why not take that indecisiveness and turn it on its head, make it into a feminine attitude that is flaunted! Of course, the execution had to be stylish and cutting edge.”

Sandeep Goenka

Commenting on the campaign, Sandeep Goenka, CEO, Bagzone Lifestyle, said, “'Fickle' is the word used to lightly describe the relationship between girls and their love for the trendy arm-candy and footwear. Their love for bags and shoes is inevitable and eternal, as eventually these accessories dominate and enhance the entire look. The concept by Cheil India was bang on and we are assertive that it will intensely connect with our target audience.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Lavie

Agency: Cheil India

Chief Strategy Officer: Atishi Pradhan

Chief Creative Officer: Nima Namchu

Info@BestMediaInfo.com

Info@BestMediaInfo.com