Lavie Sport announces the launch of a campaign featuring Ranveer Singh. The sub-brand positions itself as a ‘hybrid bag’ with a unisex appeal. Lavie Sport is the men’s accessories sub-brand from Lavie, a handbag brand for women. The essence of the brand is to enable an active lifestyle, through its high-performance, multi-functional and durable backpacks, duffle bags, and trolley bags.
“Makani has captured the active and energetic essence of our brand, in the film and stills. The formidable synergy between the products, our brand ambassador, and the campaign will surely encourage Indians to adopt an active lifestyle,” Ayush Tainwala, CEO and founder, Lavie and Lavie Sport said.
Conceptualised by Makani Creatives, the campaign line, ‘Work, Play, Slay’ encapsulates the design USP of the product line, which is sporty meets functional, with an ode to the Gen-Z lingo. The generation is entering the workforce and will be sure to use fashion accessories to make a personal statement.
“There is no one better than Ranveer Singh to stand true to the message of Work. Play. Slay. He has been killing it in the industry for years now. Be it his films, his roles, the characters, or even his style, he slays it every single time. His energy defines the generation today. And the best part was it all came effortlessly to Ranveer. It’s just the way he does things, it’s his way of life,” Prasad Rao, ECD, Makani Creatives said.
The creative execution complements the promise of the brand – to enable an active lifestyle. Over the past 10 years, Makani Creatives has developed expertise in building lifestyle retail brands. The agency has a bias for fashion-forward design and execution and a strong pulse on the consumer.