Cheil wins creative duties of Lavie

The advertising budget of the women's handbag and footwear brand is Rs 25-30 crore.

Bagzone Lifestyles, which owns Lavie, the women's handbag and footwear brand, has appointed Cheil Worldwide SW Asia (Cheil India) as its creative partner. The brand will be serviced by the agency's Gurgaon and Mumbai offices. While the Gurgaon office will take care of the creative requirements, the business will serviced by the Mumbai office. This is Cheil Mumbai's first business win; it was set up a year-and-a-half ago.

The incumbent agency handling the brand was TBWAIndia. It is learnt that the brand has earmarked a budget of Rs 25-30 crore for advertising.

Confirming the news, Sandeep Goenka, COO, Bagzone, says that he was impressed by Cheil's integrated approach, which he termed as "robust". "Lavie is a young brand yet enjoys good recall. However, the need is to take it to the next level with the right partners. We are happy that Cheil's creative combined with shopper/retail capability brought alive the idea of a complete consumer voyage," Goenka adds.

Sharing his excitement in bagging the business, Hari Krishnan, COO, Cheil Worldwide SW Asia, says that although Lavie has achieved salience and recognition from its existing communication, it "needs to move the needle on brand attitude". "Our mandate is to take the brand to the next level. We will take it to the level of attitude and bring the brand attitude alive not only in ATL promotions but also at store level," he elaborates.

The agency is expected to come out with a campaign in a month. While the brand has a robust digital network, the agency will handle the brand's digital campaigns as well.

Mumbai-based Lavie, which launched with fashionable women's handbags in 2010, gradually added footwear to its portfolio. Endorsed by Kareena Kapoor, the brand is targeted at versatile, independent, aspirational and successful young women.