Saree brand, Navyasa by Liva, from the house of Aditya Birla Group, has launched a campaign with an aim to revolutionise the way sarees are perceived. Conceptualised by Ogilvy India, the film features actor Deepika Padukone, who positions the brand as one that is fluid, breathable and comfortable in nature.
The film begins with Padukone donning a Navyasa saree. She gets out of the car on the runway and enters the plane and makes her way to the cockpit. She is seen taking the pilot's seat and flying the airplane. Throughout the film, the voiceover narrates what actual freedom is.
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 intention 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.”
He added, "Fabrics like Liva Crepe and Satin are very popular amongst the younger audience that drapes sarees. 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."
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