Carlton talks to new-gen business leaders

The campaign, conceptualised by Whyness Worldwide, portrays Carlton as the perfect travel partner for new-age business mavericks who are rewriting the rules the corporate world

BestMediaInfo Bureau | Mumbai | December 10, 2014

Click on the image to watch the TVC.

Carlton, the British luggage brand which was acquired by VIP Industries in 2004, has launched its new campaign titled 'The New Face of Business', to tap into new consumer bases and fortify its position in the business luggage category. The campaign, conceptualised by Whyness Worldwide, pays a tribute to the new generation of business leaders and the luggage of their choice.

The TVC showcases how business has evolved from the old order. Jeans, garage offices and cloud computing have replaced pin-striped suits and corner offices. The voiceover in the background subtly states that 'business is not about having a B-school degree, not about playing itself, not about having a big office and not about age or experience. Today, business is about packing new ideas, breaking rules and reaching about to new destinations.' It portrays Carlton as 'The new face of business'. Set against a rapidly shifting corporate environment, the campaign showcases Carlton as the perfect travel partner for the new business maverick in his pursuit of the next big idea.

Ravi Deshpande

Ravi Deshpande, Founder, Whyness Worldwide, said, “There's a new breed of business leaders out there, young, passionate, innovative and ready to rewrite the rules. For them chasing profits isn't as important as chasing the big idea. The new Carlton campaign is a celebration of this new business generation and positions Carlton as the luggage of 'the new face of business'. We look at Carlton as being young, exciting, up-market and disruptive, vis-à-vis the staid competition.”

Sudip Ghose

Speaking on the campaign, Sudip Ghose, Vice-president, Marketing, VIP Industries, said, “Young, passionate and always-on-the-go, the new generation of business leaders have their fingers on the pulse of business. With the 'New Face of Business' campaign, we are directly speaking to this daring new business generation, as they make their way to success.”

The campaign is currently on air and will be extended across print, radio and social media platforms.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Whyness Worldwide

Creative Head/Director: Ravi Deshpande

Creative Director: Ranjit Sasidharan

Creative Team: Deepa Pol, Gia Fernandes, Pratik Mhatre, Koushik Bose

Account Management/Planning: Chetan Mane, Angad Chandorkar, Abhinav Verma, Vinesh Nandikol

Agency Producer: Brad Steinwede

Production House: Celtic Films, London

Director: Rahul Gandotra

Producer: Stuart Sutherland

Info@BestMediaInfo.com

Info@BestMediaInfo.com