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Lavie releases first TVC with Kareena Kapoor
MUMBAI: Conceptualised by TBWA, handbag brand Lavie has launched its first ever TV commercial featuring the brand ambassador Kareena Kapoor.
The TVC for Lavie is created based on the notion of women with various moods, the company said.
TBWA India national creative director Rahul Sengupta said, “Probably, the most complex machine is the mind of a woman. It means one thing while it says something else. The statement is truest of all when a woman is shopping. If you have ever been a brother, suitor, husband or salesman, you will know. Watching this can be bemusing and amusing at the same time.”
The TVC captures the dilemma of the sales person who attends to innumerable women, with varied demands. It also highlights the perplexity of a woman who has a picture of requirement in mind but is unable to convey the same and is trying various options to come to a conclusion of what to shop for.
The TVC captures the essence of Lavie, which has bags for all the moods of today‘s jet-setting women.
Lavie business head Sandeep Goenka said, “Kapoor very well resembles the personality of Lavie and the association with her is synonymous with our brand. And with this ad, Kapoor captures the essence of shopping, for every woman with her proficient expressions. The Lavie collection offers stylish and accessible handbags for today‘s jet-setting women which are now readily available all over India.”
TBWA India MD Nirmalya Sen added, “We aren‘t the only brand that claims it has a wide range of styles and colours. But then, that truly is the competitive advantage of this brand – the widest range of colours, styles, genres of handbags. The challenge was to communicate range in a manner that is distinctive and endears the brand to its audience – confident, young, style-conscious women.”
The TVC is produced by 30 Secs of Fame and directed by Uzair Khan.
MAM
Sameer Nair shares heartfelt note as he exits Applause Entertainment
After nine years building the streamer’s content engine, one of India’s best-known TV men is moving on
MUMBAI: Sameer Nair is out. The chief executive of Applause Entertainment, the content studio backed by Kumar Mangalam Birla’s media empire, has announced his departure after nearly nine years at the helm, closing the chapter on one of Indian entertainment’s more quietly consequential careers.
Nair, who built Applause from the ground up in its current avatar, oversaw a slate that spanned Indian originals and international adaptations, threading together a hub-and-spoke business model that partnered with streaming platforms, broadcasters and production houses alike. The results were uneven, as they always are in content, but the ambition was not.
In a post on LinkedIn, Nair was generous to his outgoing patron. He thanked Birla for being an “inspirational boss and a great patron of the arts,” and signed off with a cheerful “Au Revoir” and a promise to remain Applause’s biggest cheerleader. Whether that sentiment survives the next chapter remains to be seen.
No successor has been named. Applause Entertainment did not immediately comment.
Nair built the machine. Now someone else has to run it — and in a streaming market that is simultaneously consolidating and convulsing, that is no small ask.
