L&K Saatchi & Saatchi conceptualizes a new campaign for VIP Skybags backpack range with John Abraham that highlights the style quotient of the backpacks
L&K Saatchi & Saatchi conceptualizes a new campaign for VIP Skybags backpack range with John Abraham that highlights the style quotient of the backpacks
Sohini Sen | Mumbai | March 19, 2014
Click on the image to watch the TVC.
VIP Skybags has decided to change the way we look at bags with their new campaign. Named 'Back is the new front', the campaign has been created by L&K Saatchi & Saatchi for the just-launched Skybags backpack collection.
The primary target audience for backpacks is the urban youth aged 16 to 25 years. While continuing with the Skybags tough luggage imagery, VIP has tried to make it a stylish and cool thing to carry for the youth as well.
Rahul Nangia, Chief Creative Officer, West & South, L&K Saatchi & Saatchi, said, “The intent is to make backpacks a style accessory. Which is why, we placed Skybags in a world where everyone puts their backs in front. And John Abraham is the odd man out as he is not in on the secret yet! It was an exciting film shoot and director Anupam Mishra has brought a fresh look to it.”
The creative idea came from the insight that everybody likes to show off their stylish side first. The TVC opens with brand ambassador John Abraham waiting outside a lift from which a girl walks out backwards. He starts walking on the road and notices the same trend everywhere. The iconic Beatles poster of crossing the road, a Kill Bill advertisement – everything is seen backwards. The dog-walker is walking the dog backward, a cyclist is riding backward, etc. Abraham soon realises that they are all carrying the new Skybag backpacks. He quickly walks into a store and joins the trend – backwards. The TVC ends with the voiceover saying “Back is the new front”, thereby reiterating the fact that if your back is as stylish as this, why would anyone want to walk facing the front?
Sudip Ghose, VP – Marketing, VIP Industries, commented, “There is a definite gap in the market for stylish backpacks. Most professional bags are either black or boring. Skybags, being a stylish bags brand, now introduces new 'styling' backpacks for the city youth. The new collection is high on style, with interesting play of style and colours designed to meet daily travel needs of college goers and young professionals. We have also introduced for the first time in India, polycarbonate hybrid backpacks, taking style to the next level.”
The campaign comprises two 30-second TVCs and a 15-second edit. It will also use other media such as digital, print and POS.
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