MUMBAI: People in Mumbai witnessed India’s first ‘Dancing Fabric’ at Oberoi Mall in Goregaon recently. The installation by Liva, a fashion fabric brand of the Aditya Birla Group, showcased a 27-feet long fabric flowing midair, which copied the hand movements of the viewers via motion sensor technology.

With this innovative installation, Liva aimed to showcase the fabric attributes of lightness, flow, and breathability. The on-ground engagement connected with the youth who were seen interacting and moving along with the fabric.

Birla Cellulose head – branding and communication Shardah Uniyal expressed, “Liva is positioned as a fashion fabric brand. The brand on an ongoing basis experiments and innovates whether on fabrics or garments or its marketing initiatives to stay fresh and relevant to the young and fashionable women it targets.This mall installation is yet another endeavour in the direction of generating consumer interest. This innovation aims at creating brand awareness, engagement for the women and relevance in a fun-filled context.”