22feet Tribal Worldwide has used an unconventional route to highlight the distinguishing features of the Skybags backpack range
BestMediaInfo Bureau | Mumbai | August 29, 2014
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 âWish for a Perfect Boyfriendâ, 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 âValid Only for 12 monthsâ comes in, highlighting the â12-month worldwide warrantyâ feature.
The second video, titled âBrother Falls for Water Bowl Prankâ, highlights the backpackâs waterproof rain cover feature. And the third video, âKissa Kursi Kaâ, shows two people pulling the straps of the backpack from either side with a chair placed in between them. A voiceover says: âIndia is a democratic countryâ and the video ends with the message âBuilt-to-last strapsâ.
Rochelle Noronha, Business Development Manager, 22feet Tribal Worldwide, said, âA 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.â
Sudip Ghose, VP â Marketing, VIP Industries,Â said,Â âWhen interacting with the youth, there are two factors that every brand needs to keep in mind â 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.â
The films are being promoted heavily on YouTube and also on Skybagsâ social media pages.
Creative Agency:Â 22Feet Tribal Worldwide
Creative Head/Director: Brijesh Jacob
Creative Team:Â Amarsinh Bhagat, Abhishek Khan
Accounts Team:Â Shirley D'Costa, Rochelle Noronha
Production House: 3 Blind Mice
Film Director:Â Rohit Patil