Speaking about the campaign, Radhika Piramal, Managing Director, V.I.P Industries said, “As a brand we aspire to connect with young audience that is fun-loving, vibrant and who have an edge about them. The campaign is simple, yet manages to encapsulate the fun and trendy spirit of the brand and the latest backpack collection. With a design range that can cater to multiple individual preferences, we hope to tap into the market for school, college and office backpacks. We have also added a new overnighter category called ‘Weekender bags’ in our new collection.”
Screening the TVC which is conceptualised and created by the talented team at Law & Kenneth | Saatchi & Saatchi, the film features Varun Dhawan showcasing the collection. Matching a light-hearted catchy tune, Dhawan is seen leaping through the air, moving in style, with different bags from the new collection against Istanbul skyline.
Commenting on the campaign, Sudip Ghose, Vice President – Marketing, V.I.P Industries said, “Varun Dhawan’s personality syncs seamlessly with the new collection and these stylish bags are something that everyone would want to own. Bags in our new collection are not only high on style with bright colours, trendy fabrics and prints, but are also high on features. Our ‘Tri-tech series’ of backpacks are super spacious, comes with laptop and tablet compatibility, organiser, waterproof raincover and specially designed ‘aer-zone’ back comfort. Not only this, all bags come with 12 month worldwide warranty.”
The campaign will be a 360 ° one programmed for high visibility, which includes online and offline channels such as digital platforms, television, print and outdoor.
Explaining the rationale behind the campaign, Rahul Nangia, National Creative Director, Law &Kenneth | Saatchi & Saatchi said, “Skybags backpacks are not meant for those who are boring and sedate. They have been designed for restless young men and women who refuse to sit down. They are bursting with energy to keep moving. That’s the spirit that this film attempts to capture.”
It is also being supported by a new microsite and online contest through several social media platforms. Participants simply need to leap in the air and capture a photo of themselves and share it on Facebook, Twitter or Instagram with #MyBigLeap. Daily winners get Skybags backpacks. One lucky participant will win a special paragliding experience.
