Liva Launch through Augmented Reality



Liva – a brand of viscose staple fibre of the USD 43 Billion Aditya Birla Group was a one-of-a-kind initiative of ingredient branding that aimed to talk value in a market that was commoditised. One of the key aspects of the brand’s identity was its positioning as Technology-forward, and built to be ‘natural, fluid and fashionable’. Fountainhead Digital MKTG created a launch for the brand with Live Augmented Reality – in which the Business Director of the Viscose Business launched the brand in an augmented environment which brought to life the aspects of natural, fluid and fashionable. The show was created live in front of the press as well as a very discerning audience of fashion designers and textile industrialists, and was as unique an experience as the brand itself is to its category.