VIP has launched what it claims to be the world's lightest strolley under the brand name 'Superlite' and has unveiled an animation based TVC, created by Publicis Ambience.
The TVC aims to position VIP as a 'sunshine brand' and describes little moments of everyday life that are touched by happiness in the presence of a VIP.
This is the first TVC by Publicis Ambience on VIP after it won the account post a multi-agency pitch, about 3-4 months ago.
WATCH TVC below
Commenting on the TVC, Ashish Khazanchi, vice chairman and national creative director, Publicis Ambience said, "VIP is a happy cosmopolitan brand and this imagery was incorporated in their baseline 'Happy Journey'. Their brand strategy already gave them a distinct personality. Psychographically, the kind of people that we're trying to target with this campaign are the 'zinda dil' ones, who carry a smile on their face wherever they go. There is a lot of optimism in them and they would like to spread joy wherever they go."
Khazanchi said that considering the brand's 'sunshine world' approach, the agency was sure about making an animated television commercial. "We wanted a new look - so we required animation which was child-like, very fresh. So we did character development and various animation tests. The animation was done in Paris," he said.
Vinod Iyer of Lemon Yellow Sun Films has directed the television commercial.
Project: VIP Superlite
Creative agency: Publicis Ambience
Brief: To re-energise the brand and enhance its relevance in the lives of the younger Indian consumers, without having to compromise on core brand values and yet distinguishing itself from the competitors in the market
National creative director: Ashish Khazanchi, Prasanna Sankhe
Copywriter: Ashish Khazanchi
Art director: Akash Das, Ashish Phatak
Account planning: Sridevi Nair
Account management: Aejaz Khan, Debajyoti Dutta
Production house: Lemon Yellow Sun
Director: Vinod Iyer
Media used: TV, outdoor, social media and in-store