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Liva, powered by Aditya Birla Group is a nature-based fabric brand that emphasizes the organic and sustainable way of clothing.
Objective: Encourage women to share stories on social media adorned in Liva fabric, depicting Liva as the go-to fabric for every occasion.
With the aim of bringing out the distinct persona of Liva women; independent, multi-faceted and seeking to express themselves. The stories were to focus on how Liva women move through the day in a comfortable and fluid manner, empowering them to stand bold and unapologetic.
With a focus on the target audience, Liva’s message of inspiring women to live unapologetically was built through the lens of three prominent women influencers: Hina Khan, Amyra Dastur and Shibani Dandekar. These leading creator industry ladies shared their stories and how they chose to live their life in a candid Q&A session. The idea was to encourage other women to share their stories on what pushes and motivates them through the day, to build User-generated content.
Building communication around real-life stories of known influencers from different walks of life played a pivotal role in driving awareness and engagement across social media platforms. The influencers added their own style and element to each of their videos building great connectivity with the audience. Many women reinforced the campaign by sharing their own stories which led to a powerful amplification of the brand’s key messaging.
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