Navyasa by Liva launches marketing campaign for new sarees collection

27 May 2022, Mumbai:

Navyasa by Liva, the New Age sari brand from the Aditya Birla Group has launched a new marketing campaign featuring Bollywood Deepika Padukone.

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Focusing on the theme #freetobe, the campaign highlights the brand’s aim on the perception of saris amongst Indian women.

As per a Textile Value Chain report, the new collection offers vibrant and chic designs for modern women.

Developed by designers Abir and Nanki along with the internal design team at Liva, the range uses soft and flowy fabrics to allow effortless movement.

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Rajnikant Sabnavis, Chief Marketing Officer, Grasim Industries-Pulp and Fibre Division says, Navyasa by Liva redefines the sari category to beautifully capture the essence of modern Indian women. The campaign represents how a sari is breaking stereotypes with its fluid, breathable and comfortable fabrics like Liva Crepe and Satin. The Navyasa by Liva collection offers contemporary saris to empower women to move around with spirited optimism and #freetobe in their element.

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