V.I.P Industries’ youth bags brand Skybags announced the launch of its new backpack collection. Brand Ambassador Varun Dhawan unveiled the campaign Backpack Collection 2016 at a press conference in Mumbai.
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.
