By A Correspondent
Liva, the ingredient brand from the Aditya Birla Group, launched its latest campaign #LiveYourFlow which features actor Kangana Ranaut. This is the first-time that the brand has taken the route of releasing the campaign first on digital platforms including social media.
“It was a strategic decision to the digital-first route,” said Srishti Sawhney, President and Global Brand Head, Grasim Industries, Pulp & Fibre Business, and added: “Liva, being a new age natural fabric brand has always taken initiatives to connect with the end consumer in innovative and creative ways. There is a huge attitudinal and behavioral shift in consumption towards digital media. Therefore we too have evolved our marketing strategy to reach out to the customer more effectively.”