Online bags and shoes destination Lavie has rolled out two ad films that went on air on 28 September. The films have been conceptualised by Cheil India.
One of the films features a young man and woman walking down the street hand in hand. The girl looks at her companion adoringly, but her gaze shifts to another man walking past them. She turns around and leaves with the other man. A soundtrack that starts with ‘To the cloudy headed you…’ culminates with the message ‘Fickle is fun’. The film ends with the super ‘Style. Colours. Choices. Fickle is Fun’.
The other film too focuses on everyday indecision of a female protagonist. From deciding which purse to carry to clothes, she’s clearly spoilt for choice – and loving it. She even moves from her lover’s arms in bed to hug a teddy bear instead, underlining the message of choice made evident by the soundtrack and supers. The film ends on the lines of the earlier commercial.
Sandeep Goenka, CEO, Bagzone Lifestyle (Lavie), said, “Fickle is the word used to lightly describe the relationship between girls and their love of 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.”
Atishi Pradhan, chief strategy officer, Cheil India, said, “The brand was in a slot of easy or popular fashion, 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 Namchu, chief creative officer, Cheil India, added, “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.”