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Liva Fluid Fashion, a fashion brand from the house of Grasim Industries, a subsidiary of Aditya Birla Group, recently launched the campaign #LiveYourFlow campaign starring Bollywood actor Kangana Ranaut.

The USP of the campaign is that the brand utilised premium fashion publisher Vogue, new-age influencers, conducted events and sponsored a Miss Diva Pageant to execute and promote it. The digital-first campaign kept in mind the change in media consumption behaviour of consumers.

The main campaign:

The brand mainly utilised TikTok influencers to amplify the campaign. It has set an example for others to follow — that one can create a huge impact by using a mix of TikTok influencers and publishers to create a successful digital campaign. This also marks the advent of TikTok influencers getting mainstream as they are able to garner massive engagement. 

The brand also collaborated with digital publisher ScoopWhoop to share stories of people who let loose and followed their passion. ScoopWhoop created a video out of a small event around the brand’s installation at one of the Mumbai malls where Liva had called a few TikTok influencers to experience it and promote it through their TikTok handles.

The #LiveYourFlow campaign gets across the feeling of being unrestrained and free to do one’s own thing. It connotes a positive and energised state of mind, where one is open to possibilities. Through the campaign, Liva celebrates the unrestrained and unhindered spirit of the consumers by providing them with a breathable, fluid fabric.

The campaign is also promoted on Facebook and Instagram.

Collaborated by content agency Sheeko, here is the link to the Instagram campaign by the brand:

The campaign is estimated to reach more than nine million people. The brand has been able to fetch such a huge reach among the consumers because of the variety of content creators and influencers it utilised to reach out to all kinds of audience segments.

Sheeko Brandscore graph

The brand has spent a lot to promote the campaign. The estimated media value of the campaign is not less than Rs 1 crore, which is also dependent on the kind of association the brand had with the recently concluded Miss Diva Pageant.

It has now become a hot new idea to co-create and sponsor relevant events to reach out to the target audience. Other than sponsoring the Miss Diva Pageant, Liva had in the past launched an event called Liva Protégé in association with the Fashion Design Council of India (FDCI). The nationwide talent hunt gave a chance to 3,000+ young designers from 100+ institutes across the country to showcase their talent with guidance from India’s best design mentors.

Not just Liva, other brands are also experimenting with this strategy. Fashion at Big Bazaar runs a live fashion show and produces content of 24 hours out of it for its YouTube channel. Recently, Myntra launched Fashion Superstar on its app and also on Zoom. Livon also launched top K Pop Stars in association with 9XO.

Liva stands for the high-quality fabrics made from Birla Cellulose. Birla Cellulose represents the pulp and fibre business of the Aditya Birla Group and is India's pioneer in Viscose Staple Fiber (VSF). Birla Cellulose fibres are of 100% natural origin, highly absorbent, have an especially good feel, and are completely biodegradable. Unlike other fabrics that are boxy or synthetic, Liva is a soft, fluid fabric that falls and drapes well.  The new-age naturally sourced fibre made into fabric in pure or blended form transforms not just the garment but also the person wearing it. It is comfortable, soft, natural, and eco-friendly.