VIP Skybags launches new campaign with John Abhraham
Ogilvy India conceptualizes the TVC positioning the Skybags as Stylish luggage brand; watch the TVC here.
Neha S | Delhi | April 18, 2011
VIP Luggage has launched a new campaign to promote its brand Skybags for the first time on TV to increase brand awareness amongst the young generation of today (20 – 35 yrs, male/Female, SEC A) and position it as the Stylish luggage brand.
With the objective to create brand awareness of 'Skybags' brand and position it as a stylish brand, Ogilvy India has conceptualized the TVC featuring Bollywood actor John Abhraham.
The young generation of today is looking for style in everything they buy or use. Be it watches or mobiles phone, everything is about style and glamour. This consumer wants to stand out from the crowd and get noticed by what he wears or carries, he wants to look different all the time.
In the luggage category in India none of the brands are catering to this segment, this is the need gap which we have identified and tried to offer this unique offering to the target consumer.
Working on the insight and brief given by VIP, Ogilvy came up with the creative idea 'Change the way the world sees you' i.e. when you carry a 'Skybag' you become stylish and get noticed.
The idea here revolves around the main theme of 'Change the way the world sees you', where the protagonist of the film feels that he does not look good because of his old and boring bag and is very sad about it. Then as he gets a Skybags he turns into this good looking heartthrob who is very stylish.
The idea has been creatively executed by showing the protagonist as a bear (unattractive but lovable) who is sad as he does not look good. The bear then turns into John Abraham after he walks out of a Skybags Store with a Skybags. The transformation has been exaggerated to bring home the point that if you carry a Skybags people will see a different you, which is more stylish.
Credit Details:
Creative Agency: O & M
Brand: Skybagso Project (working title of the film): John film
Brief: was to create brand awareness amongst the target audience.
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