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Tag: Sandeep Goenka

  • Conceptualises the new campaign launching Anushka Sharma as the brand ambassador

    Makani Creatives bags creative mandate of Lavie

    By A Correspondent

     

    Lavie’s latest ad campaign launching new brand ambassador Anushka Sharma, has been conceptualised and curated by Makani Creatives.

     

    Said Sameer Makani, CMD of Makani Creatives: “When creating a brand or campaign and keeping the dynamism of fashion in mind, we always strive to strike the right chord with the end consumer. With Lavie we have had a great relationship since 2015 and are very excited about working with them again. We had much fun with Lavie on last year’s campaign too, and with this year’s campaign launching Anushka Sharma, we have successfully strived to go younger and cooler. We are thrilled to know that both the client and audiences are both kicked about the current campaign too!”

     

    Added Sandeep Goenka, Chief Operating Officer of Bagzone Lifestyles: “We have always had a great and satisfying relationship with Makani as they have a keen understanding of the market and its challenging intricacies. And, once again, they have successfully reflected our brand proposition and communication into the best possible perspective. Fashion and our audiences being key. Makani also has a fabulous track record of building & sustaining top brands and we look forward to working with them into the future.”

     

     

  • Makani Creative has won the pitch in a multi agency pitch

    Lavie appoints Makani C reatives as its ad agency

    By A Correspondent

     

    Fashion accessory and footwear brand Lavie has appointed Makani Creatives as its advertising agency for its range of bags and shoes.

     

    Established in 2010, Lavie is India’s leading women’s accessory brand, with a pan India presence. Lavie launched its range of footwear in 2013. The brand leveraged the insight that women are indecisive and fickle in all their choices and worked on a communication platform – Fickle is Fun. The proposition was launched with a campaign with Kareena Kapoor which had very high stickiness with the consumers.

     

    Makani Creative has won the pitch in a multi agency pitch.

     

    Speaking on the development, Sandeep Goenka, COO said, “Makani Creative has an illustrious track record of building and sustaining some of the most high profile fashion and retail brands in the country. It’s this expertise that they leveraged in order to come up with a very fresh perspective on “Fickle is Fun”. Makanis based their pitch on consumer insights while retaining the fashion and aspiration quotient of the brand. We look forward to breaking new grounds with the path created along with Makani Creative.”

     

    Sameer Makani, MD, Makani Creatives said, ‘‘Lavie has created a very strong presence in a very short span of time in the market. Its strength lies in having a range of products right from wallets to bags and shoes all within an affordable range. Lavie gives women the liberty to amass more and more fashion accessories to go with their many moods and wardrobe. The Lavie (range of products) is able to straddle the everyday as well as occasion based need of a woman. Its pan India presence ensures style or trend is not just an urban phenomenon.”

     

  • Fickle is fun captures the indecisiveness of the evolved, fashion forward women in a witty and light hearted manner

    Fickle is fun, says Lavie

    By A Correspondent

     

    Accessories brand Lavie has unveiled its second advertising campaign ‘Fickle is Fun’. Conceptualized and executed by Cheil India, the campaign will use TV, print, cinema and digital mediums to promote the brand.

     

    Fickle is fun captures the indecisiveness of the evolved, fashion forward women in a witty and light hearted manner. It had a perfect match with the new line of offerings from Lavie, the sheer number of choices a woman would have to make and unmake to come to a decision. With this, the endeavor is to create a happy, carefree and proud world of Lavie women. The campaign was shot in Cape Town, South Africa with international models using the products and propagating Fickleness as an attitude and way of life.

     

    Commenting on the campaign, Sandeep Goenka, CEO, Bagzone Lifetsyle said, “Fickle is the word used to lightly describe the relationship between girls and their love of the trendy arm candy and footwear. Their love for bags and shoes is inevitable and eternal as eventually these accessories dominate & enhance the entire look; the concept by Cheil India was bang on and we are assertive that it will intensely connect with our target audience.”

     

    Atishi Pradhan, Chief Strategy Officer (Cheil India) said, “The brand was in a slot of easy or popular fashion, and the brief was to make it more aspirational and stylish, to appeal to a more evolved woman. The best fashion brands have a point-of-view, an attitude – and that is what we wanted to add for Lavie, to set it apart from other brands.”

     

  • The adspend is valued at Rs 25-30 crore and the account will be handled by Cheil India's Mumbai and Gurgaon offices

    Cheil bags Lavie by Bagzone

    By A Correspondent

     

    Cheil Worldwide SW Asia (Cheil India) has been awarded the creative mandate for Lavie, the women’s handbag and footwear brand from Bagzone Lifestyles Pvt Ltd. The brand was being handled by TBWA. The advertising spend is valued at Rs 25-30 crore and will be handled by Cheil India’s Gurgaon and Mumbai offices.

     

    Hari Krishnan
    Sandeep Goenka

    Confirming the win, Hari Krishnan, COO, Cheil Worldwide SW Asia, said: “Lavie is indeed a very prestigious win for Cheil. I am glad Bagzone gave us the opportunity to demonstrate our integrated capability. As a brand, Lavie already enjoys very good recall but needs to move the needle on brand attitude. We are very excited with this mandate – creative juices will flow and bring our ideas alive across all touch points of the consumer journey.”

     

    On Cheil’s appointment as Lavie’s creative partner, Sandeep Goenka, COO of Bagzone said: “Cheil’s integrated approach was very robust. Lavie is a young brand yet enjoys good recall. However, the need is to take it to the next level with the right partners – we are happy that Cheil’s creative combined with shopper/ retail capability brought alive the idea of a complete consumer voyage.”