Conceptualized by Whyness Worldwide, the ad film featuring Hrithik Roshan is directed by Oscar winning director Thomas Krygier
BestMediaInfo Bureau | Mumbai | April 5, 2016
VIP Industries’ new campaign, featuring newly appointed brand ambassador Hrithik Roshan, comes with the tagline, ‘When you are very important’. Launched on April 2, the 45-second ad film shows the Bollywood actor as a James Bond type action hero who tries stunts using his VIP suitcase.
The campaign has been created by a team of globally acknowledged creative minds like Thomas Krygier, Director of Oscar winning commercials, and Olivier Schneider, stunt director for classics like ‘James Bond 24’, ‘Spectre’ and ‘Fast & Furious 6’. The television commercial has been conceptualized by Whyness Worldwide.
Filmed in Prague, the commercial shows the actor trying to escape a gang of thugs, who want to steal a precious jewel, which he carries in a VIP trolley. The scene has been shot on the streets of Prague, in the backdrop of the city’s beautiful architecture.
Radhika Piramal, Managing Director, VIP Industries, said, “Almost four decades old, brand VIP continues to reign as one of the most preferred luggage companions. Through this campaign we offer our consumers another reason to continue to associate with brand VIP, as the campaign tag line says ‘When you are very important’. We are extremely delighted to associate with Hrithik Roshan; there couldn’t have been anyone else who could match the classic legacy of our brand.”
Elaborating on the marketing strategy for the brand, Sudip Ghose, VP, Marketing, VIP Industries, said, “This campaign is an amalgamation of two very important personalities - VIP and Hrithik Roshan. With this campaign we want to entice the audience with the features of the new collection that the actor displays in the commercial. Adopting a different approach, apart from the 45-second television commercial, viewers on the digital platform will get to watch a 2.45-minute film which will be exclusive to social media and will go live sometime soon.”
The campaign features the tough and scratch resistant artic blue Tube strolley. The collection is designed in attractive colours, offering toughness and scratch resistance. Enhancing its reach, the campaign will be promoted across all platforms, including television, social media and OOH.
Ravi Deshpande, Founder and Chairman, Whyness Worldwide, said, “VIP as a brand has a unique charm just like the brand ambassador - Hrithik Roshan. Our attempt was to ensure that both the personalities are stitched together displaying the features of the product, thus offering the audience an action-packed commercial that we hope stands out from the rest.”
Agency: Whyness Worldwide
Founder and Chairman: Ravi Deshpande
Creative Director: Ranjit Sasidharan
Account Management: Chetan Mane
Production house: ThinkTank Films, California
Director: Thomas Krygier
Fight Director: Olivier Schneider
DOP: Martin Matiasek
Producer: Gregory Haggart
Executive Producer: Brad Steinwede
Line Producer: Kristyna Kodet