Skybags launches the new Backpack Collection campaign with
National, 11th March 2016: ‘Skybags’, the youth bags brand from the house of India’s leading luggage company, V.I.P Industries announced the launch of its latest backpack collection. The campaign was unveiled by Bollywood heartthrob and Brand Ambassador Varun Dhawan at a press conference in Mumbai on 11th March, 2016.
Varun Dhawan presented the ‘Backpack Collection 2016’, which offers latest designs, vibrant colors and never-seen-before prints. Screening the TVC which is conceptualised and created by the talented team at Law & Kenneth | Saatchi & Saatchi, the film features Varun Dhawan showcasing the collection. Matching a light-hearted catchy tune, Dhawan is seen leaping through the air, moving in style, with different bags from the new collection against Istanbul skyline.
Expressing her views on the campaign, Radhika Piramal, Managing Director, V.I.P Industries says, “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."
Commenting on the campaign, Sudip Ghose, Vice President – Marketing, V.I.P Industries says, “Varun Dhawan's personality syncs seamlessly 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. Our 'Tri-tech series' of backpacks are super spacious, comes 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.”
Speaking about the campaign and the new backpack collection Varun Dhawan, Brand Ambassador – Skybags says, “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 says, "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 a 360 ° one 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.
The campaign TVC can be viewed here – https://www.sendspace.com/file/qx0w4c
- Creative Agency: Law & Kenneth | Saatchi & Saatchi
- Creative Head/Director: Rahul Nangia
- Creative Team: Ipsita Ghosh, Saurabh Nayampalli, Shahid, Sheikh
- Accounts Team: Shazin Motorwala, Debarjyo Nandi
- Production House: Hundred Frames
- Director of the film: Roman Jirnih
About V.I.P. Industries:
Established in 1971, V.I.P. Industries Ltd. is Asia's No. 1 luggage manufacturer. Its four factories produce nearly five million pieces a year, making it the second largest producer of luggage in the world. The state-of-the-art V.I.P. Design Lab at Nasik has to be credit several international patents and design registrations. Since inception, the company has kept in step with the changing need and taste of the discerning and quality conscious traveler. V.I.P. Industries already has a global footprint with its products available not just across India but also all over Middle East, the UK, USA, Germany, Spain, Italy and select African and South East Asian countries. The company offers its products primarily under the brands of VIP, Carlton, Skybags, Caprese, Alfa and Aristocrat.
Skybags is aimed at travelers who like to make a style statement everywhere they go. While the bags offer world class functional features, the brand is committed to help Arrive in Style through vibrant and unique designs that add an edge to the traveler's personality. Skybags manufactures a wide variety of products like trolleys, rucksacks, backpacks, duffels, laptop bags, everyday travel accessories and short haul essentials made from quality materials. Skybags is also the first Indian brand to manufacture printed polycarbonate luggage.