VIP Bags has launched a campaign titled 'wedding favourites 2022', to highlight its range of travel bags. Conceptualised by The Rethink Company, the film highlights the kind of expectations that family memeber have from newly weds, especially women, even before they can start their married journey together.
The film features Kapoor as the bride, who is greeting family members after her wedding. As she greets them, each one has an expectation for her. While the grandmother of the groom tells her to take good care of her grandson, another member asks her to give them the good news of a newly born soon. Not knowing how to respond, Kapoor stays quiet. Another elderly man in her family shuts down all the other relatives, by telling them that there’s plenty of time to fulfil their expectations. He announces that the present is meant for them to travel the world and enjoy and places two VIP Bags for the couple.
Praful Gupta, vice president - marketing, VIP Industries, said, “With the wedding season upon us, while touching upon the ceremonial aspects of the occasion, we at VIP Bags wanted to stand for something real and more meaningful with this campaign. The message in the TVC reverberates with the inner voice of every woman in the present-day empowered world. We roped in Vaani Kapoor for this campaign keeping in mind her ambitious and free-thinking youth appeal. We’re confident this campaign will touch the hearts of millions.”
Nirmalya Sen, founder and CEO, The Rethink Company, said, “We had two significant challenges. One, making this 53-year-old leader endear itself to the young, especially in the deeply traditional context of an Indian wedding. And two, relevance for our brand in the wedding market when the category only has a role post one. The film does both by disrupting a practice ingrained in Indian culture.”