Conceptualised by Makani Creatives, the TVC revolves around the idea ‘Fickle is Fun’ as the brand has so much to offer that women are spoilt for choice
BestMediaInfo Bureau | Mumbai | October 3, 2016
Handbag and footwear brand Lavie has launched a new TVC with brand ambassador Kangana Ranaut. The campaign, conceptualised by Makani Creatives, captures the tempting range of Lavie and is a fun take on how women are indecisive when it comes to making choices. It shows how nowadays they are quite blasé about always wanting more and not settling for a few choices.
Talking about the TVC, Sandeep Goenka, COO Samsonite, said, “‘Fickle is Fun’, is a needed fresh perspective not only to meet our business objective but to also strengthen the association with the brand. Makani Creative managed to do that without losing the fashion or aspiration quotient associated with Lavie.”
The ad revolves around the campaign idea, ‘Fickle is Fun’. Women are unapologetic about their choices or the lack of it. While this is an intrinsic trait of women, the task was to bring it out effectively while making a positive connect with the brand. Lavie offers a range of handbags, shoes, slings and wallets in colours and designs suitable for the fashionista in every woman. Thus evolved the thought -- ‘Lavie offers so much to a woman that she is spoilt for choices, so why choose one?’
Elaborating the thought behind the campaign, Sameer Makani, MD, Makani Creatives, said, “With the Lavie range of bags and shoes, a woman is truly spoilt for choice. This aspect of the brand lends itself very well to the proposition, ‘Fickle is Fun’. We wanted to have a fresh perspective on this, which would resonate for a long time and not fade away like a fad.”
Brand ambassador Kangana Ranaut is also known for her fashion sense as well as her personality as she is unapologetic, voices her opinions and is highly emulated by the target audience. The TVC beautifully captures how Kangana could not resist herself in picking her favourites from the Lavie range during shoot. With every take she gets distracted with a new handbag and the director at last announces pack-up, getting tired of all the re-takes.
Lavie launched its range of bags in 2010. By 2013 it launched its range of footwear. Lavie as a brand is strongly associated with bags though shoes are available. The new communication had to shatter that myth and create a strong impression that Lavie is bags and shoes.
Client: Lavie Bags and Shoes
Agency: Makani Creatives Pvt. Ltd.
Agency Director: Sameer Makani
Senior Creative Director: Anant Medepalli
Creative Group Head: Sachin Padave
Head of Strategic Planning: Vivek Kapoor
Account Manager: Kavita Pandya, Pranay Desai
Production House: Snowball Studios
Director: Tejal Patni
Producer: Raman Chauhan