Skybags bring style into suitcases with Riviera and John Abraham
Conceptualised by Law & Kenneth, the campaign shows the trendy and youthful side of VIP's new Riviera range in an airport setting
Sohini Sen | Mumbai | October 30, 2013
VIP's newest offering – the Skybag Riviera collection – is a style statement in its own. The campaign plays on this stylish and youthful nature of the brand. The company wanted a campaign which could build the brand value of style to create a youth promise that translates to consideration. Skybags, in this way, would have to be established as a trendsetter, seen as a stylish and preferred luggage brand for the youth.
Law & Kenneth, which created the 56-second TVC, decided to pitch the luggage bag as an extension of one's personality. It says a lot about the person who is carrying the bag, therefore it should be stylish and well received.
“Today, luggage is an extension of one's personality. You can say a lot about a person by the luggage he or she carries. Riviera is aimed at those travellers who like to make a style statement everywhere they go. While the bags offer world class functional features, they also offer vibrant and unique designs that add an edge to a traveller's personality," said Radhika Piramal, Managing Director, VIP Industries.
The TVC opens with two young girls waiting at the airport carousel. While they wait for their luggage to arrive they decide to play a game of identifying which bag belongs to which of their co-passengers. While a carefully wrapped bag is guessed to belong to a nervous middle-aged man flying with them, an old grey suitcase is attributed to a lady whose styling sense seems outdated like in the 1980s. Next, a boring black bag which they guess correctly as belonging to a banker, and a bag with a broken handle belonging to a discount seeking, brightly dressed woman.
Then they spot the Skybag Riviera and are awed by the looks of the bag. While they are sure it belongs to someone smart, John Abraham steps in to suggest it might belong to an actor. The girls nod in agreement. Then they realize it is John Abraham himself! While they are still awestruck by his presence, John walks up to the carousel and takes the Skybag Riviera from the carousel, coolly swirls it around on its two wheels and while walking away, briefly stops near the girls and asks them, “Wwhich of these bags belong to you?”
Rahul Nangia, Chief Creative Officer, West & South, Law & Kenneth, said, "You look at any conveyor belt at any airport around the world, you'll find only boring black and grey bags. Skybag breaks the pattern. So the idea was to make people look at their own bag, and wonder if they are being judged for it."
The TVC:
Credits:
Agency: Law & Kenneth
Creative Team: Rahul Nangia, Amit Acharekar, Pradeep Yeragi, Paritosh Lonkar
Account Management: Debarjyo Nandi, Shazin Motorwala, Rohan Serrao
Agency Films Producer: Vijay Vigamal
Production House: Coconut Films
Director: Kamlesh Soni
Producer: Tushar Raut & Nupur Guha
Post production: Team Work
Offline Editor: Shiv Panicker
Online Editor: Sumanth
Music Director: Micu Patel
Sound Engineer: Arun Crasto
Post Production Supervisor: Vijay Shela