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Alia Bhatt plays ‘Caprese Girl’ in VIP TVC 

The ad campaign, conceptualised by The Company, aims at creating an international, high-fashion lifestyle positioning for Caprese

BestMedia Info Bureau | Mumbai | November 18, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

India’s luggage leader VIP Industries has launched a mega campaign for its brand Caprese. The company’s plan is to expand its user base by adapting to the latest trends and identifying new consumer segments, and for that, it has roped in actor Alia Bhatt as the brand ambassador for Caprese.

The campaign has been created and conceptualised by KB Vinod, Managing Partner of The Company. The ad has been filmed at an ancient styled piazza in Europe. In the TVC, Bhatt is seen flaunting the exuberant range of the new Autumn-Winter collection of Caprese and walking across the streets, posing across an old-style town of Europe. The ad campaign aims at creating an international, high-fashion lifestyle positioning for Caprese, which the masses would aspire to own and flaunt.

Caprese was established in 2012. Earlier, the brand was positioned as high-fashion. But, this time around, the campaign objective was to go beyond the target of a niche, fashionable audience, to a wider segment without losing its essence of international fashion. In order to connect with the masses and promote its latest theme, Bhatt was roped in as the first ever ‘Caprese Girl’.

KB Vinod KB Vinod

KB Vinod, Managing Partner, The Company, said, “The Caprese girl is an ambassador of good taste, elegance and good life. She’ll hopefully define fashion for the girl next door. We would like to see the Caprese girl enjoying good things in life, with a gorgeous Caprese on her arm, for many decades to come.”

Sudip Ghose Sudip Ghose

Sudip Ghose, Vice-president, Marketing, VIP Industries, added, “We strongly believe that our association with Alia Bhatt for Caprese will help us target every young Indian woman.”

The campaign was launched on November 15, 2014, across television, radio, digital and print.

Speaking on the campaign, Radhika Piramal, Managing Director, VIP Industries, said, “Today’s travellers are evolving, demanding and always on the go. Their luggage needs to represent who they are. All our brands like VIP, Caprese, Skybags, Carlton, Alfa and Aristocrat, cater to different market segments and with the campaign, we aim to strengthen the segment that the brand targets. We are extremely happy to have Alia Bhatt on board as the brand ambassador for Caprese, as she represents the modern, young Indian woman with no compromise on fashion or style.”

Inspired from the Isle of Capri, a small island in Campania region of Italy, Caprese bags are made with a distinctly modern design language. Embracing a holistic concept, the sculptural aesthetics of the creations focus on avant-garde shapes and precise cuts. They promise to bring a whole new fashion sense to a mass premium segment, through high-end fashion imagery, differentiated designs and a very stylish ‘masstige’ offering.

The TVC:




Creative Agency: The Company

Creative Head/Director: KB Vinod & Bhupal Ramnathkar

Creative Team: Vikrant Markal & Penaaz Damania

Accounts Team: Mitul Desai & Sanjana Asawa

Production House: Snowball Studios

Director: Tejal Patni

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