Lavie, one of the leading high-street accessories brand known for its high-fashion sensibility and functionality launches its second advertising campaign “Fickle is Fun” on 28th September 2014. Conceptualized and executed by Cheil India, the campaign will use TV, print, cinema and digital mediums to promote the brand.

Fickle is Fun captures the indecisiveness of the evolved, fashion forward women in a witty and light hearted manner. It had a perfect match with the new line of offerings from Lavie, the sheer number of choices a woman would have to make and unmake to come to a decision. With this, the endeavor is to create a happy, carefree and proud world of Lavie women. The campaign was shot in Cape Town, South Africa with international models using the products and propagating Fickleness as an attitude and way of life.

Commenting on the campaign, Sandeep Goenka, CEO Bagzone Lifetsyle said, “Fickle is the word used to lightly describe the relationship between girls and their love of the trendy arm candy and footwear. Their love for bags and shoes is inevitable and eternal as eventually these accessories dominate & enhance the entire look; the concept by Cheil India was bang on and we are assertive that it will intensely connect with our target audience.”

Excited about the new campaign Atishi Pradhan, Chief Strategy Officer (Cheil India) said, “The brand was in a slot of easy or popular fashion, and the brief was to make it more aspirational and stylish, to appeal to a more evolved woman. The best fashion brands have a point-of-view, an attitude – and that is what we wanted to add for Lavie, to set it apart from other brands.”

Nima Namchu, Chief Creative Officer (Cheil India) commented, “One common perception of women is that they change their mind often, and that is usually made fun of in a light-hearted way. We thought — why not take that indecisiveness, and turn it on its head — make it into a feminine attitude that is flaunted! Of course the execution had to be stylish and cutting edge.”