The campaign conceptualised by L&K Saatchi and Saatchi unveils the 2017 backpack collection comprising 81 new designs
BestMediaInfo Bureau | Mumbai | March 22, 2017
Skybags, the youth brand from the house of luggage company VIP Industries, has come out with a campaign #PlayBackToBack to launch its latest range of backpacks. Creatively conceptualised and executed by Law & Kenneth Saatchi & Saatchi, #PlayBackToBack showcases an imaginary scenario where brand ambassador Varun Dhawan comes out of a bag portraying a non-stop life, packed with fun and style.
The new collection includes 81 fresh designs that reflect the passion and personality of college goers, young professionals and explorers who are ready to take on the world. From sturdy weekend rucksacks to impressive professional laptop bags to stylish college backpacks and colourful glow in the dark school bags, there is something for everyone.
Talking about the new collection and the campaign, Sudip Ghose, Vice-President, Sales and Marketing, VIP Industries, said, “As always the new collection will offer the best and the latest trends in backpacks. Today backpacks have become an essential part of our lives. People don’t just carry backpacks anymore, they wear them like an accessory. In this campaign, we have used an imaginary way of storytelling that unveils the collection and also depicts the lifestyle of our consumers which is portrayed exceptionally well by Varun.”
Speaking from a creative perspective Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi, said, “Skybags is fun stylish brand, meant for the youth. The centre piece of the campaign is a film that captures the energy of the brand and its endorser, but is not limited by logic. And the best part is it’s all been shot live. No camera graphic.”
The campaign is dubbed to some foot tapping background music describing the features of the new backpacks and at the same time representing multiple styles for different lifestyles. The campaign shows the ever enthusiastic Varun Dhawan backpacking throughout the campaign. He enters and gets out of the bag at different situations and places.
Creative Agency: Law & Kenneth Saatchi & Saatchi
Creative Head/Director: Rahul Nangia
Creative Team: Rahul Nangia, Ipsita Ghosh, Amol Dahanukar
Accounts Team: Debarjyo Nandi, Amit Sharma, Rachana Chirania
Production House: LightBox Films
Director of the film: Nico Morlet