Pitching the Liva effect: Know Birla Cellulose's approach towards branding

How often does one buy clothes for an ingredient rather than the label it wears? Hardly ever, is the most likely answer and yet Birla Cellulose is doing just that. It is branding viscose, a commonly used fibre that goes into garments made by brands such as Biba, Allen Solly, Van Heusen, Shoppers Stop, FBB and Pantaloons among others. In a campaign reminiscent of the iconic 1991 Intel Inside series of ads, the company talks about fluidity of garments that use Liva and urges customers to ask for it at retail stores. 

The company signed Kangana Ranaut as brand ambassador