Campaign India Team
Oct 29, 2012

Lavie trumps over denial of shopping in new TV commercial

WATCH the ad film created by TBWA India

wide player in 16:9 format. Used on article page for Campaign.

Lavie has launched its latest TV commercial featuring brand ambassador Kareena Kapoor. Conceptualised by TBWA, the ad tries to capture the  range the brand has to offer and how women find it impossible to resist the temptation of buying the next perfect bag. 

An extension to the previous ad campaign which was based on the many moods of a woman, this campaign highlights how Lavie overpowers the denial of shopping. The TVC shows Kareena in denial mode whenever she comes across the latest Lavie - be it a hobo, a clutch, a laptop bag or a leather bag. Eventually, she succumbs to the urge of owning that next perfect bag.
Sandeep Goenka, chief operating officer, Bagzone Lifestyles, said, “Kareena Kapoor, the eternal diva and style icon of the country has added an oomph factor to this brand. She is just like any other woman who is perplexed when it comes to buying handbags as the choice is endless. Lavie offers contemporary handbags for every occasion and is designed keeping in mind the many moods of women. We are certain that our consumers will relate to this TVC, as it accurately depicts a great shopping experience.”
Rahul Sen Gupta, national creative director, TBWA India, said, “'No, no, no, maybe, yes’, that is the mind of a woman when she goes shopping. We captured this insight through Kareena's wonderful performance as a girl-next-door, going through great denial and great desire at the same time, in a Lavie store.”
Shakun Batra (Ek Main Aur Ekk Tu fame), director, added, “Kid in a candy store was the first thought that came to my mind when TBWA narrated me this wonderful thought. The team in TBWA were extremely clear of the approach and with a performer like Kareena, I'm not sure if I can take any credit for how sweet and charming the campaign has turned out to be. It's been a pleasure to work with the TBWA team and for a brand like Lavie.”
The ad was shot in Mehboob Studios in Bandra, Mumbai. 
CLient: Bagzone Lifestyles
Agency: TBWA India
Creative team: Rahul Sen Gupta, Rahul Ghosh, Shagun Seda
Film department: Hriday
Servicing team: Nirmalaya Sen, Aejaz Khan, Bodh, Tanvi Soni, Anisha Abraham
Production house: Red Ice Films
Director: Shakun Batra
Campaign India

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