VIP Industries inspires consumers to fulfill their travel ambitions

The campaign has been created and conceptualised by McCann Worldgroup and directed by Vikas Bahl of 'Queen' fame

BestMediaInfo Bureau | Mumbai | May 11, 2015

Click on the image to watch the TVC.

VIP Industries' latest campaign, 'Where do you want to go?', is themed on empowering travelling aspirations. The campaign is a creation of Prasoon Joshi, Chairman, McCann Worldgroup Asia Pacific & CEO, McCann India and Vikas Bahl, director of the award-winning film 'Queen'.

The TVC portrays the story of a young girl who is visually impaired and yet is determined to travel across the globe. 'Where do you want to go?' touches on the desires of traveling ahead in life and motivating people to overcome all obstacles. Taking the campaign a step further, the brand has associated with Make-A-Wish Foundation of India which is involved in fulfilling wishes of children with life-threatening medical conditions. As part of their association, every month VIP will sponsor the travel wishes of these children.

Commenting on this campaign, Radhika Piramal, Managing Director, VIP Industries, said, “We at VIP believe that every individual would like to travel irrespective of their socio economic or health condition, as travel brings joy and experience of a different kind. This campaign is all about urging people to travel and explore. Therefore, apart from exhibiting our new collection, we aim to convey an important message of travel through this campaign. 'Where do you want to go?' is an inspirational and emotional concept, close to my heart. We hope that people are motivated to travel by watching this campaign.”

Prasoon Joshi

Prasoon Joshi elaborated, “'Where do you want to go?' is an attempt to portray the change in the new confident India through the differently-abled whilst subtly displaying the new collection of VIP. This creative thought is built around celebrating the new emotions around the journeys that Indians are undertaking, and the story of the blind girl as a protagonist is a creative metaphor, which represents the emotions of a new and bolder India that is forging ahead. The entire team has stayed true to VIP as a luggage brand which has always remained part of Indian popular culture and this commercial represents its contemporary role in the Indian society.”

Speaking about the way the TVC has turned out, Vikas Bahl said, “Directing a movie is far easier than making an ad commercial. You barely have few seconds to convey a message as compared to the hours one has for a movie. 'Where do you want to go?' is based on a concept that will make you think of those who can't normally travel but how it's possible if you put your mind to it. I hope justice has been done to the concept through my direction.”

Deepak S Bhatia, CEO, Make-A-Wish Foundation of India, added here, “We thank VIP Industries for choosing to associate with our cause to grant wishes of eligible children who wish to travel within India. This will help them be positive and restore in them hope, strength and joy.”

The TVC is currently on-air and showcases VIP's Verve Nxt collection. The campaign will witness a 360-degree marketing approach across all the mediums of print, radio, television, digital and social media nationally.

The TVC:

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

Credits:

Creative agency: McCann Erickson Mumbai

Creative Head/Director: Pradyumna, National Creative Director

Creative Team: Abhinav, Executive Creative Director

Accounts Team: Himanshu Saxena, Anoop, Saptarshi Banik

Production House: Flying Saucers

Director of the film: Vikas Bahl

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