Lavie ropes in Kangana Ranaut as brand ambassador for latest campaign

Lavie, India’s leading fashion brand known for its snazzy bags and shoes, unveils a fresh collection backed by an edgy advertising campaign. The brand new campaign resonates the mind-set of its audience - being fickle is fun.

The new collection includes hand bags, shoes, slings and wallets in popping colours and new-age designs which evoke excitement and promises to leave the shoppers spoilt for choice!

Brand ambassador Kangana Ranaut adds, “Bags and shoes have always stood out as essential fashion pieces for women to express their personality. Right bags and shoes can turn you into a showstopper, making heads turn wherever you go! Being the face of Lavie was a natural fit as this brand encourages women to embrace fashion with confidence and feel unapologetic about being themselves.”

Kangana further states, “Shooting for this campaign was extremely fun and effortless as I was actually spoilt for choice after seeing the colourful, peppy and trendy range of handbags and shoes. Posing with just one bag was indeed a challenge as they were all so gorgeous and stunning!”

“The latest collection by Lavie is chic, feminine and versatile which is exactly what Kangana’s personality resonates. Taking inspiration from nautical themes, tropical exotics and eastern European elements, the new collection exudes high street trends combined with grace and elegance. This new collection is meant for women who enjoy having fun, have distinct fashion sensibilities, embody self-acceptance and always puts their fashion foot forward.” states Sandeep Goenka, Chief Operating Officer, Bagzone Lifestyle Pvt. Ltd.

The brand proposition has been built on the premise that women are unregretful about their choices or the lack of it. Infact, women nowadays are quite blasé about always wanting more and not making choices. This attribute is not seen as a short coming nowadays but as a means to want or expect more from every aspect of their lives.

The concept is created by Makani Creatives and is moulded into a 360-degree campaign, including a TVC. The TVC highlights the indecisive character of women and brings back fickle in style.

The TVC depicts a plethora of bags and footwear with Kangana holding a Lavie handbag and saying confidently, “My choice is clear”, but then she spots another bag she likes and shouts, “Cut cut”. She is posing with a chic nautical handbag when she gets all excited and shouts, “Cut cut” and ends up liking yet another handbag. The director gives an exasperated shrug and the DOP is clearly run out of patience due to many retakes.

Kangana is again having a hard time choosing options of hand bags provided by the stylist.

She keeps posing with various bags saying, “My choice is clear”, she keeps changing her mind and even apologizes, but she isn’t sorry at all! After 55 retakes, the Director gets infuriated and shouts, “Pack up!”


Kangana innocently requests for one more take, in the end she is in a car full of bags and shoes saying, “My choice? Always clear.”

The TVC ends with the voice over, “Don’t stop at one. Fickle is fun.”

TVC Link:

Client: Lavie Bags and Shoes

Agency: Makani Creatives Pvt. Ltd.

Managing Director: Sameer Makani

National Creative Director: Anant Medepalli

Creative Director: Sachin Padave

HOD Client Servicing: Vivek Kapoor

Account Manager: Kavita Pandya

Account Executive: Pranay Desai

Production House: Snowball Studios

Director: TejalPatni

Producer: Raman Chauhan


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