Cheil Worldwide SW Asia bags Lavie

Cheil Worldwide SW Asia (Cheil India) has been awarded the creative mandate for Lavie, a women’s handbag and footwear brand from Bagzone Lifestyles.

The brand was being handled by TBWA until the development. A Cheil statement pegs the advertising spend at Rs 25 to 30 crore and said the account would be handled by the agency’s Gurgaon and Mumbai offices.

Lavie, which made its debut with women’s handbags in 2010, has expanded its presence to footwear.

Hari Krishnan, COO, Cheil Worldwide SW Asia, said, “Lavie is indeed a very prestigious win for Cheil. I am glad Bagzone gave us the opportunity to demonstrate our integrated capability. As a brand, Lavie already enjoys very good recall but needs to move the needle on brand attitude. We are very excited with this mandate - creative juices will flow and bring our ideas alive across all touch points of the consumer journey.”

Sandeep Goenka, COO, Bagzone, said, “Cheil's integrated approach was very robust. Lavie is a young brand yet enjoys good recall. However, the need is to take it to the next level with the right partners - we are happy that Cheil's creative combined with shopper/ retail capability brought alive the idea of a complete consumer voyage.”

The brand targeted at ‘Gen Y’ women retails through exclusive and Bagzone stores, besides Samsonite stores and retail chains.