Data shows that textile industry is the 2nd most polluting industry in the world. Over 80% of the population doesn’t know what’s really in their clothes. The challenge was to make people aware of this and also make people aware of the fact that Liva’s eco-friendly fabric, has made sustainable fashion choices easy.
As the Sustainable Fashion Partner for Times Lit Fest, Liva Fluid Fashion had the perfect opportunity to engage with like- minded Times lit fests audience.
For this Liva’s Digital partner Tonic Worldwide suggested an Innovation using an Interactive smart Mirror. The smart mirror combines voice and facial recognition with the help of Raspberry pie in order to communicate with consumers.
The mirror appealed visitors to include ‘responsible fashion’ in their 2019 resolution and created awareness about how textile industry is the 2nd most polluting industry in the world! It also rewarded them for pledging for ‘Responsible Fashion by giving them their pledge with their customized portrait.
This activation received an overwhelming response – it received more than 1500 pledges, and inquiries for Liva fabric
Assistant Vice President & Head Digital Marketing at Grasim Industries Limited said “Innovations work when a age old insight marries a new age technology to communicate the problems of today. Sustainable fashion has been in conversations since a long time now, but we don’t just want consumers to be aware of it. We want them to be ‘consciously aware’. The smart mirror for Liva was a meticulous blend of a great insight, perfect technology and a powerful message.”
Samir Asher, Chief Operating Officer- Tonic Worldwide had this to say about the innovation – “The Smart Mirror was a design first technology second , we’ve partnered with Liva to create the next generation of the Magic Mirror, blending consumer insight and strategic UX to facilitate a bespoke, personalized experience”
Pratik Hatanakar – Head of Innovations added “The intention was to use smart mirror as a device to communicate Sustainable Responsible Fashion through a new age emerging technology. Smart Mirror also makes a smart new attitude to User experience which views mirror as a space to kickstart new brand communication with consumers”