VIP gets travellers to groove with their luggage for new campaign

WATCH the first TVC created by Ogilvy & Mather for the brand

Apr 19, 2011 12:46:00 PM | Article | Jagadeesh Krishnamurthy

VIP has unveiled its new campaign for promoting their range of luggage products. Ogilvy & Mather has created the commercial, where travellers follow crazy instructions from an announcer. 

Watch the TVC here (story continues below)

In the TVC, an announcer is making crazy announcements and the travellers are seriously following these instructions.  Travellers are shown to easily to do acts such as salsa, pushing the bags with one finger, split etc because of the VIP 4 wheel bags. 
Commenting about the new campaign, Abhijit Avasthi, national creative director, Ogilvy & Mather said, “VIP’s effort in the recent times has been to create an image in the mind of the consumer that it has the most thoughtful, contemporary products to suit their needs. This is the first TVC for VIP following the account win. The task at hand for the campaign was two-fold. One, VIP is a brand tht everyone knows but somehow it was missing the conmtemporary feel. Second, we wanted to have a nice way of communicating the product values to give it a young feel.” 
About the commercial, Avasthi added, “With journeys becoming more hurried, more unpredictable and complex, consumers today are always on the lookout for new products that are easy to travel with. Through the TVC, we wanted to bring alive the 360 wheeling product benefit of VIP 4 wheel bags by depicting how easy it is to maneuver the bag in a crazy airport like setting.”    
Speaking about the TVC, Manish Vyas, vice president marketing, VIP Industries said, “VIP Industries has always focused on product innovations. The latest 360 degree wheeling feature bears testament to this.  Airports are becoming bigger and one has to walk longer from entry of the airport to the plane, making wheeling of the bag very important. 360 degree wheeling ensures smooth movement of the bag such that it literally walks along. What the end consumer will witness is a beautiful yet sturdy and convenient relationship with the latest VIP line-up.”
Creative Agency: Ogilvy & Mather
Client: VIP Industries 
National creative director: Abhijit Avasthi 
Creative directors: Harshad Rajadyaksha , Kainaz Karmkar
Servicing: Sonali Sehgal (senior vice president), Samta Datta (management supervisor)
Planning: Aditya Jaishankar
Production House: Soda Films
Director: Rajesh Krishnan
Post-production Studio: Pixion