Adgully Exclusive | Why LAVIE bags chose Kareena Kapoor as brand ambassador!

Sandeep Goenka, Business Head, Lavie, gives Adgully an in depth analysis of the campaign. Goenka has been responsible for recently launching the women's hand bag brand LAVIE which opened its exclusive doors in Mumbai, Delhi, Bangalore, Ahmedabad amongst other cities in the coming months. Top bollywood actress Kareena Kapoor, Brand Ambassador for LAVIE also epitomizes the brand's identity: "Me, Myself & I'. Innovative designs and fast fashion merchandising has enabled LAVIE to capture a premium position in the Women's handbags category within a short period of time.

Goenka explained the reason for choosing Kareena as the ambassador saying, "Kareena very well resembles the personality of Lavie and the association with her is synonymous with our brand. She is fun, stylish and trendy and hence is a perfect fit for the brand."

With regards to their marketing approach and distribution channels across the nation their products will be today available at all bagzone stores across the country as well as at select Samsonite stores which has one of the largest reach in the country today. Goenka added, "The Lavie ad campaign was launched in a big way with the help of PR in various newspapers and channels that aired the making of the "Me, Myself & I' Ad campaign. The visuals are also seen strongly in magazines like Cosmopolitan, Grazia amongst others." In terms of distribution Goenka states that it will involve both franchise as well as brand owned.

Speaking about the ad campaign the concept behind "Me, Myself, I' comes through the visuals where Kareena will be seen sporting the same look in different bags. Goenka states, "LAVIE showcases a different bag for every possible mood a girl can have & boasts of a mammoth collection of over 200 bags for each season." As mentioned earlier the collection is available at various Bagzone stores across the country and are well priced between Rs. 1799/- to Rs. 3000/-

Commenting on the market expectations for the product Goenka said, "We feel the non leather accessories segment in India is still untapped and there is a huge potential for this market in the country today. The consumer today is very conscious on the quality and the styling of the product. A brand in this category needs to constantly innovate and introduce new styles and designs that appeal to a large set of their customers. Lavie offers trendy and accessible handbags with a focus on fast fashion for today's jet-setting women. The chain is rapidly expanding across India with their range of women's handbags which are in par with popular international trends. Their products bring out the essence of innovation and originality in the designs with fresh stocks hitting the stores every two weeks."

With regards to investments in terms of marketing and operational budgets as well as an expected returns in the first three years Goenka stated, "The investments for this brands are huge, our association with Kareena Kapoor, An ad campaign, the PR machinery, acquiring new sites and locations including the launch our upcoming store at Infinity Mall II. We have a 5 year business plan in place and we are sure that we should start seeing returns in the next two ' three years. | By Vanessa Azavedo [vanessa(at)adgully.com]