22feet Tribal Worldwide has used an unconventional route to highlight the distinguishing features of the Skybags backpack range
BestMediaInfo Bureau | Mumbai | August 29, 2014
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Skybags has launched a set of three hilarious films on the digital platform to engage with the tech-savvy youth. The campaign has been conceptualised by 22feet Tribal Worldwide which has used an unconventional route to highlight the distinguishing features of Skybags Backpack range.
The videos touch upon the following features of a Skybags Backpack: waterproof rain cover, 12-month worldwide warranty, and strong built-to-last straps. The first video, titled 'Wish for a Perfect Boyfriend', shows a girl wishing to God to change her boyfriend every time. She changes her boyfriend throughout the year, after which she is unable to do so. The message 'Valid Only for 12 months' comes in, highlighting the '12-month worldwide warranty' feature.
The second video, titled 'Brother Falls for Water Bowl Prank', highlights the backpack's waterproof rain cover feature. And the third video, 'Kissa Kursi Ka', shows two people pulling the straps of the backpack from either side with a chair placed in between them. A voiceover says: 'India is a democratic country' and the video ends with the message 'Built-to-last straps'.
Rochelle Noronha, Business Development Manager, 22feet Tribal Worldwide, said, “A young and fun brand like Skybags Backpacks warrants a tongue-in-cheek story. The brief was simple and straightforward and we tried three different treatments to bring it out beautifully.”
Sudip Ghose
Sudip Ghose, VP – Marketing, VIP Industries, said, “When interacting with the youth, there are two factors that every brand needs to keep in mind – a unique medium to convey the message and a strong level of engagement. Digital medium today is much more engaging than the traditional medium. Therefore, the content that goes up on the digital platform needs to be equally innovative to garner visibility and create the desired brand recall. With this campaign, we are reinforcing our core brand identity through fun videos, affirming the trendy-ness and interesting features of the product.”
The films are being promoted heavily on YouTube and also on Skybags' social media pages.
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