VIP, the flagship consumer brand of VIP Industries, has unveiled its new 'Travel VIP' campaign alongside the launch of three luggage collections designed for the evolving requirements of Indian travellers. Created by McCann India, the campaign marks a new phase for the luggage brand, combining product innovation with a refreshed marketing approach centred on contemporary travel experiences.
The campaign introduces three new collections – VIP Classic, VIP Flex and VIP Pod – each developed to address different travel requirements. Through a series of product-focused films, the campaign positions the new range as design-led, functional and tailored to the needs of modern consumers.
At the heart of the 'Travel VIP' campaign is a suite of cinematic films, with one dedicated to each collection. The creative execution uses bold colour palettes, fluid movement, aspirational travel environments and refined styling to showcase the products in real-life travel situations. Rather than focusing solely on technical specifications, the campaign highlights how product features enhance the overall travel experience.
The campaign reflects a broader premiumisation strategy for the brand, with creative elements designed to reinforce a contemporary and elevated positioning. Through storytelling and product demonstrations, the films seek to shift the conversation from destinations to the quality of the travel journey itself.
Atul Jain, managing director, VIP Industries Ltd., said, “VIP 2.0 is here. Travel today is more dynamic than ever, and the expectations that come with it are equally evolved. With VIP Classic, VIP Flex, and VIP Pod, we have set out to bring together contemporary design, purposeful functionality, and the kind of everyday ease that today’s Indian traveller rightly demands. Travel VIP is not just a campaign, it reflects the direction in which we see this category moving, and the role we intend VIP to play in shaping it.”
Each collection has been built around a distinct travel proposition. VIP Classic focuses on timeless travel, featuring cleaner lines, a refined finish and colour options including ivory, chocolate brown and grey. The range also incorporates an expander feature designed to provide additional packing space when required.
VIP Flex has been developed for travellers seeking greater convenience and flexibility. The collection features the Flexi Flap, a front-access panel that allows users to access gadgets, clothing and travel essentials without opening the entire suitcase. The luggage also incorporates a 90:10 deep, book-opening construction designed to maximise storage capacity while allowing the bag to open flat in compact spaces.
VIP Pod is positioned as a solution for everyday travel needs. The range includes a built-in cup holder, an integrated mobile holder and a suspension wheel system designed to provide smoother movement across different surfaces.
Discussing the creative approach, Mayuresh Dubhashi, head of creative, McCann India, said, “Travel VIP marks a significant evolution for the brand. We wanted to move beyond showcasing features in isolation and instead tell a story about what those features enable. In a tightly crafted format, each film demonstrates how a bag can elevate an ordinary travel moment into a VIP experience. The premiumisation of the brand is reflected across every creative decision, from cast, to music and the worlds we built. We’ve shifted the conversation away from where people travel and towards the how of travel. Because ultimately, the difference isn’t just being well-travelled, it’s travelling well. That’s what Travel VIP stands for.”
The campaign is being rolled out across regional television, Connected TV, out-of-home media and influencer-led content programmes. Out-of-home activations have been planned in high-footfall urban locations, while travel-focused content creators will produce product-centric content across digital platforms.
Available from INR 6,950, the new collections are being distributed through leading retail outlets and online channels. Through the 'Travel VIP' campaign, VIP aims to reinforce its market position by combining product innovation, design-led storytelling and an integrated media strategy targeting contemporary travellers.
