Hindi
Kangana Ranaut named brand ambassador of LIVA
MUMBAI: Birla Cellulose, from Aditya Birla Group, unveiled its new age fabric brand, LIVA. The company has named Kangana Ranaut as its new brand ambassador.
The company also launched the Liva Accredited Partner Forum (LAPF) at JW Mariott, Mumbai with a fashion show. LIVA is a new age fabric that is natural, fluid, and fashionable which infuses fluidity into the garment.
The evening saw an amalgamation of the five elements to bring out the essence of LIVA, in a fluid fashion showcase titled ‘Panchtatva’.
James Ferreira, renowned for his subtle non-literal infusion of Indian elements, presented the LIVA Collection themed Air, whereas Puja Nayyar, known for her unique ideation towards experimentation in design, used Earth as an element to showcase the expanse of the fabric LIVA. Narendra Kumar, known for his structured silhouette and sharp tailoring, displayed the fluidity of the fabric, using Water as the inspiration and Anita Dongre, who is known for her wide range – pr?t to couture, traditional to contemporary, classic to avant-garde and desi to global, took inspiration from Fire to bring alive the fiery fluidity of LIVA.
The highlight of the showcase was show stopper Kangana Ranuat, walking the ramp in a gorgeous LIVA creation.
Ranaut said, “When I saw the fabric, I was really surprised at how flowy and fluid it was. It draped by body in just the right way, wasn’t too boxy or too tight. The fabric moved as I moved. I think it’s the kind of fabric that can go well with any clothing and occasion. Moreover, I personally feel that LIVA is going to play a very important role in the world of fashion. People always want something new; something exciting and I can see it happening with LIVA. The collections seen tonight are very much testament to the great potential the brand has for women’s wear. It feels great to be here tonight with the wonderful design team from LIVA, and of course, the absolutely brilliant designers who have show cased their collections”
Grasim Industries managing director and group director – textiles K.K Maheshwari said, “Firstly, we needed to create a distinctive and relevant end-consumer promise. With years of experience and several intense rounds of understanding consumers, we have found one that we believe resonates strongly with their desires and beliefs. Not only does it fully satisfy them on the aspect of being a natural product, it also delights them on the distinctive aspect of the product which is its soft drape, or “fluidity”. I am delighted to announce that we are launching this product under the brand name “Liva” with the very simple but very meaningful and attractive proposition of “Natural Fluid Fashion.”
Hindi
Rajesh Ramaswamy exits The Script Room to focus on filmmaking journey
Ad filmmaker steps away from own venture to pursue direction and storytelling
MUMBAI: In a move that has caught the attention of the advertising and creative community, Rajesh Ramaswamy has announced his exit from The Script Room, the company he co-founded, marking the end of a seven-year stint at the helm.
The decision, which came into effect earlier this month, signals a shift in focus for Ramaswamy, who is now looking to immerse himself fully in filmmaking and direction as an independent creative.
Known for blending sharp advertising insight with storytelling craft, Ramaswamy has been instrumental in shaping The Script Room into a creative hub that delivered campaigns, branded content, and original storytelling formats. Over the years, the company collaborated with agencies, directors, and a wide network of writers, while also experimenting with formats such as short films and web series.
Sharing his thoughts on the transition, Ramaswamy indicated that the move is driven by a desire to focus and explore stories he has been developing over time. While he acknowledged the unconventional nature of stepping away from one’s own venture, he also framed it as a necessary leap toward clarity and creative pursuit.
Importantly, The Script Room will continue its operations with its current team and leadership, with Ramaswamy expressing confidence in the group that helped build the company’s identity. The studio, he noted, remains well-positioned to evolve further with fresh talent and ideas.
His exit also reflects a wider industry trend, where experienced advertising professionals are increasingly transitioning into independent filmmaking, tapping into the growing opportunities across digital and long-form content platforms.
As Ramaswamy steps into this new phase, the move underscores a familiar creative instinct, sometimes, the boldest ideas begin with a clean break.
