A bear and a new brand ambassador in Skybags' latest TVC

With a view to connect with the youth of the nation, VIP Industries has rolled out a new campaign for its range of 'Skybags'. The TVC, that has been created by Ogilvy & Mather, shows the importance of a stylish bag and how the bag impacts one's life. 

Watch the TVC (story continues below)

The TVC opens with a shot of a bear who is sad as he thinks that he does not look good. He's shown driving around with an old and worn out bag to a Skybags store. When he walks out of the store with a stylish Skybag, the bear has been converted to John Abraham who has shown to be confident about his appearance.

Commenting on the brief received by the for the campaign, Abhijit Avasthi, national creative director, Ogilvy & Mather, said, "To create a campaign to promote the brand Skybags for the first time on TV to increase brand awareness amongst the young generation of today (20 – 35 yrs, male/Female, SEC A) and position it as the 'Stylish' luggage brand."

On John Abraham's choice as brand ambassador, Manish Vyas, vice president, marketing, VIP Industries, said, "The Indian consumer is fast changing and to keep up with their evolving needs, VIP Industries has been constantly diversifying its product line-ups to target newer market segments. Skybags has been launched as an initiative in this direction with John Abraham as its brand ambassador, bringing to the forefront its attributes of style and fashionability. John’s attitude, fashion sensibilities and style perfectly mirrors the brands’ attributes, thus making him the apt choice."

Credits

Client: VIP Industries

Creative Agency: O & M 

Brand: Skybags project

National creative director: Abhijit Avasthi·       

Senior creative directors: Harshad Rajadhyaksha and Kainaz Karmakar

Copy: Kainaz Karmakar

Art: Harshad Rajadhyaksha

Servicing: Sonali Sehgal & Kaustubh Mahajan

Planning: Aditya Jaishankar  

Production House: Footcandles

Director: Ayappa

Media Agency: Maxus

Post-production Studio: Prime Focus