In the past, we have seen cola wars, mobile network brands mocking each other and FMCG brands demeaning each other through ads. This time around, a luggage brand is seen taking a dig at airlines in order to position itself as sturdy.
Aristocrat, from the house of VIP Industries, has released its TVC in the ‘Unpack Your Dreams’ campaign. The ad film conceptualised by Havas Worldwide India depicts the other side of the airlines and shows what happens after the luggage is once checked in and in transit until we receive it again. The ad film shows that irrespective of marking the luggage as fragile, it is thrown and thrashed while loading and unloading until it reaches the customer.
Axon Alex, Head of Strategy, Jack in the Box Worldwide, said, “The cheeky dig at airline brands is apparent with the polite customer care juxtaposed with the behind-the-scenes mishandling of the luggage. The almost consistent emergence of stories of mistreatment of customer luggage and customers themselves on the internet reinforces the fear on a regular basis.”
Although Joono Simon, Founder, CEO and Chief Creative Officer, Brave New World, believes that there is no mockery in the ad as manhandling of luggage at the airport is almost a universal truth, “The shabby handling of the luggage by the airline companies is a universally known fact and hence I don’t think the brand is taking a dig at the airline companies.”
Jagdish Acharya, Founder and Creative Head, Cut The Crap, thinks that the pun intended at the airlines is the brownie point of the ad and helps fetch traction. He said, “The mishandling of luggage may seem a tad unfair for the airlines but the difference between customer support and what might actually be happening in the kitchen is always an area of suspect. It reflects consumer perception which gives the ad some traction.”
But the agency said it did not intend to take a dig at anybody and believes it presented a real situation. Nima Namchu, Chief Creative Officer, Havas Worldwide India, said, “The commercial is not a dig at any other brand or industry. We have only dramatised and exaggerated what is available in public domain.”
The TVC stars Indian cricketer Rohit Sharma. According to the brand, the TVC intends to encourage individuals to follow and achieve their dreams, while Aristocrat helps safeguard them.
The TVC has tried to depict that Aristocrat will always be there to assist you in your journey of chasing and achieving your dreams, given its durability and quality. It highlights how the bag, in spite of going through immense adverse conditions, safeguards Rohit Sharma’s trophy which is definitely a result of extensive hard work and passion.
Explaining the insight, Namchu said, “During a journey, you are always hoping that your luggage comes through to the other side unscathed. We used this to dial up a traveller’s worst fears to showcase the durability of our products.”
Speaking about the brand ideology, Sudip Ghose, CEO at V.I.P Industries, said, “We have seen a growth in the demand for Aristocrat products over the last year and have also witnessed a surge in sales online. With Aristocrat, we wish to provide our consumers with an exceptionally durable and extremely spacious collection that offers great value for money. We believe our new brand ideology and ambassadors resonates with our target audience who are ambitious, and working hard to achieve their dreams.”
Commenting on the insight and the execution of the ad film, Simon said, “The film has done a reasonable job of communicating the endurance of Aristocrat luggage. However, as toughness has become a common feature across the category, the brand should have attempted to go the extra mile to break parity. Picking up the trophy in the last frame was a let-down. It could’ve been something that revealed a quirky side of Rohit as a star and as a person.”
Acharya added, “The stress test has been used time and again in communication for luggage brands. However the ad for aristocrat bag uses this cliché through a better idea while giving it an upmarket context at the same time. Further, the situation and celebrity give the brand an upmarket thumbs up. Having said that, an edgier end piece and economy of product would have lifted the ad quite a few notches.”
Advertising in the category has mostly been functional and nothing clutter-breaking has been ever seen. Most of the time it’s celebrity endorsed, which becomes an easy way out for the brands to not experiment with the storyline or creativity.
Simon seconded, “Travel as a category has grown leaps and bounds in India but the travel luggage brands are still trudging through the world of sameness. The recent surge of celeb endorsements has only made the marketers try even lesser.”
Established in 1971, VIP leads all other brands with a dominant 60% market share with its products reaching over 8,000 retail outlets across the country and over 1,300 outlets spread across five continents in 27 countries. VIP’s product offerings include a variety of hard and soft luggage – trolley, suitcases, duffle bags, overnight travel solutions, executive cases, backpacks and even travel accessories. VIP Industries has a global footprint with its products available across India, Middle East, the UK, USA, Germany, Spain, Italy and select African and South East Asian countries.
Agency: Havas Worldwide (India)
Chief Creative Officer: Nima Namchu
Senior Creative Director: Gurudev Sidhu
Production House (Director): The Big Picture Co. (Sabal Singh Shekhawat)