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Navyasa by Liva introduces its #freetobe campaign featuring Deepika Padukone

Launched by the house of Aditya Birla Group, Navyasa by Liva aims to redefine the saree category

New age saree brand Navyasa by Liva from the house of Aditya Birla Group has announced an advertising campaign featuring Deepika Padukone.

The brand has been attempting to create a buzz with a new approach to wearing sarees that is #freetobe. 

Conceptualised in line with the theme #freetobe, the campaign showcases the brand’s intent to revolutionise the way sarees are perceived. The range has been visualised by renowned designers Abir and Nanki along with the internal design team at Liva. 

Rajnikant Sabnavis, Chief Marketing Officer, Grasim Industries (Pulp and Fibre), said, “Navyasa by Liva is redefining the saree category to beautifully capture the essence of modern Indian women. The brands intension is clear that it is here to stay and the association with Deepika Padukone as the face of the brand will only up the ante and take the brand to the next level. She perfectly captures the bold and individualistic style that Navyasa by Liva represents, making Deepika a great fit for the brand. The campaign idea is in sync with the brand spirit and brings alive the ethos effectively. We are very happy to see the response to the campaign and the aspiration it inculcates among the audience.”

The TVC represents how a saree is breaking stereotypes with its fluid, breathable and comfortable nature. It is being worn in places not imagined earlier and helps explore life with ease whether at work, party, lunch or a cafe. It gives the wearer the freedom of expression enabling them to achieve their dreams with conviction while wearing the saree.

“Fabrics like Liva Crepe and Satin are very popular amongst the younger audience that drapes saree. The Navyasa by Liva collection offers contemporary sarees with a complete behavioral understanding of the target audience empowering women to move around with spirited optimism and #freetobe in their element,” said Sabnavis.

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