Skybags brand ambassador, Varun Dhawan, launches new backpack collection. The ad campaign,conceptualized by Law & Kenneth | Saatchi & Saatchi, goes live on both TV and digital
BestMediaInfo Bureau | Mumbai | March 14, 2016
‘Skybags’, the youth bags brand of leading luggage company, V.I.P Industries,has launched its latest backpack collection. The campaign was unveiled by actor Varun Dhawan at a press conference in Mumbai.Dhawan isSkybags brand ambassador.
The television commercial (TVC) promoting the new backpack, has beenconceptualized and created by Law & Kenneth | Saatchi & Saatchi. In the film, Varun Dhawan showcases the collection against the skyline of Istanbul. He gracefully leaps through the air with different bags from the collection, as a catchy tune plays in the background.
Expressing her views on the campaign, Radhika Piramal, Managing Director, V.I.P Industries, said, “As a brand we aspire to connect with young audience that is fun-loving, vibrant and who have an edge about them. The campaign is simple, yet manages to encapsulate the fun and trendy spirit of the brand and the latest backpack collection. With a design range that can cater to multiple individual preferences, we hope to tap into the market for school, college and office backpacks. We have also added a new overnighter category called 'Weekender bags' in our new collection."
Sudip Ghose, Vice President – Marketing, V.I.P Industries, told BestMediaInfo that the campaign had gone live with digital activation. “The campaign will be seen on every possible channel and digital platform. We are also taking quite a few cinema screens. This is one of the biggest campaigns that we have done. The investments are humongous,” he said.
Speaking of the industry size and V.I.P.’s market share, he said, “The luggage industry is around Rs 3000 crores, but the backpacks category is still unknown. It is a very grey area because like us, a lot of companies have just come in. Backpacks are selling really fast, but the challenge is to convince the consumers to buy the branded ones instead of easily available non-branded ones. In terms of market share, in the luggage category we have close to 55 per cent to 60 percent market share.”
According to Ghose, the journey of the brand has been like a rocket. “We started moving Skybags three years back to make it a bigger brand. We got Varun Dhawan on board to give a sense of the brand being more young and trendy.” Ghose said the brand was growing at the rate of 70 percent. “We have had a large growth over a large base. I guess the consumers are really appreciating the quality and designs of our products,” he added.
“Dhawan's personality is in sync with the new collection and these stylish bags are something that everyone would want to own. Bags in our new collection are not only high on style with bright colours, trendy fabrics and prints, but are also high on features,” Ghose went on to say, adding, “Our 'Tri-tech series' of backpacks are super spacious, come with laptop and tablet compatibility, organiser, waterproof raincover and specially designed 'aer-zone' back comfort. Not only this, all bags come with 12-month worldwide warranty.”
Dhawan said, “I’m really kicked about using the new backpack collection. The backpacks have a unique design and they really do command attention. Plus it was great fun shooting for the Skybags campaign. There will be a lot to watch out for from Skybags in 2016.”
Explaining the rationale behind the campaign, Rahul Nangia, National Creative Director, Law &Kenneth | Saatchi & Saatchi said, “Skybags backpacks are not meant for those who are boring and sedate. They have been designed for restless young men and women who refuse to sit down. They are bursting with energy to keep moving. That's the spirit that this film attempts to capture.”
The campaign will be programmed for high visibility, which includes online and offline channels such as digital platforms, television, print and outdoor. It is also being supported by a new microsite and online contest, through several social media platforms. Participants simply need to leap in the air and capture a photo of themselves and share it on Facebook, Twitter or Instagram with #MyBigLeap. Daily winners get Skybags backpacks. One lucky participant will win a special paragliding experience.
Creative Agency: Law & Kenneth | Saatchi & Saatchi
Creative Head/Director: Rahul Nangia
Creative Team: Ipsita Ghosh, Saurabh Nayampalli, Shahid, Sheikh
Accounts Team: ShazinMotorwala, Debarjyo Nandi
Production House: Hundred Frames
Director of the film: Roman Jirnih