MUMBAI: Aditya Birla Group latest campaign starring Kangana Ranaut, made Lowe Lintas, highlights is on the new-age fabric designed to instil incredible fluidity into garments, from the house of Birla Cellulose.

Talking about the vision of the brand LIVA and why a TVC is the best progression for the brand LIVA, Rajeev Gopal (CMO, Birla Cellulose) states that the vision of brand Liva is to provide Indian consumers a choice of fabric, which can allow them to dress fashionably and yet be comfortable and fluid. Also this brand promises fluidity, this comes out alive, much better in a moving medium than in a print medium, so I think it’s a natural progression for the brand to now move from print to television

A lot goes in to making a fashion film, as stated by - Deepa Geethakrishnan National Creative director, Lowe Lintas, “This was really a very challenging ask for us, because we were to communicate so many things about LIVA, over and above everything else it had to be a fashion film and it had to look really edgy, so it was a long journey to manage to get a concept ready which infuses everything in it.”

About the concept of the film, Mikon Van Gastel Director says: “LIVA transforms a fabric and it makes it really fluid, so it becomes all about metaphors and movement and it is little bit complicated to think about and to translate that into visuals but that’s what makes it exciting.”

The brand ambassador of LIVA, Kangana Ranaut too stated that: Liva fluid is all about comfort, it’s about being your own person, having your own style and just to be comfortable in it and the TVC is very stylish and the concept is very fresh for an advert.