Now, Liva showcases its USP ‘fluidity’ with a TVC

Liva has launched a new TV campaign that shows lifeless garments coming to life after the infusion of Liva - a New Age fabric from Aditya Birla that infuses fluidity into garments. The USP of Liva is its drape. The vision is to provide Indian consumers a choice of fabric which can allow them to dress fashionably, yet be comfortable and fluid. Also, as Liva promises fluidity, it comes alive much better in a moving medium than in print. So it was a natural progression for the brand’s advertising to move from print to television.

Aditya Birla created Liva feeling it was necessary to create a pull for viscose staple fiber-based garments and to enable the value chain to deliver superior quality products. In fact most women’s garments are made of viscose but they don’t know that. Women found the fabric light and comfortable and found it made them look slim. Fluidity was what the company focused on. It covered softness, drape, lightness. The value chain included spinners, processors, garmenters.

A collection is created every spring/summer and autumn/winter. Today Aditya Birla has 300 plus partners who produce quality fabrics using Liva. These fabrics get used in the garments and are tagged with the Liva brand.