Unveils the trendy ‘Backpack Collection 2016’
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
TVC credits
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
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