Campaign India Team
Aug 22, 2014

Skybags targets youth with comic digital films that highlight backpack features

Watch the digital campaign conceptualised by 22feet Tribal Worldwide here

Skybags targets youth with comic digital films that highlight backpack features
VIP Industries’ Skybags has launched a digital campaign comprising three films, to highlight features of its backpacks range. The campaign has been conceptualised by Tribal 22Feet Worldwide. Each of the films highlights a key feature of the backpacks through a quirky script.

One of the films highlights the product’s ‘built-to-last’ straps. The theme is ‘Kissa kusri ka’ (Tale of the chair/throne). A man in an Indian king’s vest is engaged in a fight over a backpack, evidently for a chair (throne) in the background, with another in a British soldier’s uniform. A voice over says, “Hindustan ek azaad mulk hai” (Hindustan is a free kingdom). The duo are replaced by a man dressed like a Pakistani and another like an Indian of yesteryears, as the voice over says, “Bharat ek swatantra desh hai” (Bharat is an independent country). When the duo resemble two politicians, the voice says, “India is a democratic country.” After trying to wrench the bag from each other, the warring pairs give up and fall down. The film signs off with a visual of the bag and the text ‘Built to last straps’.
Two other films, also with quirky scripts, highlight the bags’ 12-month worldwide warranty and waterproof rain covers respectively.

Sudip Ghose, vice president – marketing, VIP Industries, said, “When interacting with the youth, there are two factors that every brand needs to keep in mind – a unique medium to convey their message and a strong level of engagement. Digital medium today is much more engaging than the traditional medium. Therefore the content that goes up on the digital platform needs to be equally innovative to garner visibility and create the desired brand recall. With this campaign, we are reinforcing our core brand identity through fun videos affirming the trendy-ness and interesting features of the product.”
“A young and fun brand like Skybags backpacks warrants a tongue-in-cheek story. The brief was simple and straightforward and we tried three different treatments to bring it out beautifully,” says Rochelle Noronha, business development manager, 22feet Tribal Worldwide.
Client: VIP Industries
Brand: Skybags (backpacks)
Digital agency (and films): Tribal 22Feet Worldwide
Production house: 3 Blind Mice
Director (films): Rohit Patil
Campaign India

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