Liva to make major investments for in-store promotions
By Satarupa Chakraborty | October 09, 2017
The fabric brand ensures co-branded visibility in the stores and plans to bet big on these in-store promotions.
The fabric brand from Aditya Birla Group, Liva, has revealed its plan to invest more on in-store promotions and co-branded facades and windows in coming years. Liva has already spent about INR 8 crores in their visibility in mall branding and in-store promotions and has recently promoted the brand with a life-size installation at major malls of India. The brand plans to invest more in these spaces as it gears up for the launch of their premium label of fabric Liva Crème. Liva’s pan India in-store communications are designed by Bangalore-based Restore Design while they are executed by Delhi-based HG Graphics.
Talking further on this to Retail4growth, Shardah Uniyal – Head Branding and Communication, Birla Cellulose, said, “As a fabric brand, we ensure our visibilities in co-branded windows and other in-store promotions. We have recently introduced a unique design of communication in shape of a ‘fluid tag’ that are being used in windows and end-caps at various brands stores like Allen Solly, BIBA, Aurelia, W etc and at large format stores like Central, Lifestyle, Shoppers Stop etc. We chose this design because this is the only tangible unit that Liva has for these brands.”
Talking on Liva Crème, Uniyal added, “We are launching Liva Crème around spring-Summer season of 2018. The premium line will be used by designers and we are already in talks with FDCI (Fashion Design Council of India). The range will get promoted too at the stores of the designers who will be using it.”