Luggage major VIP Industries has launched a campaign introducing its new tagline 'When you are very important' and brand ambassador, Bollywood actor Hrithik Roshan. The TVC conceptualised by Whyness Worldwide showcases VIP's tough and scratch-resistant product.
The film is set in Europe amidst picturesque monuments. It opens with Roshan alighting from a train with a bag in hand. There are armed thugs awaiting his arrival. He takes them on, and emerges victorious with a series of deft moves, using his bag to good effect. He reaches a chapel where the bag is opened to reveal a precious holy object. The film ends introducing the line 'When you are very important' and the brand's tough and scratch resistant bags.
Radhika Piramal, MD, VIP Industries, said, “VIP is a brand with which we pioneered in the luggage industry. Almost four decades old; brand VIP continues to reign as one of the most preferred luggage companions. Through this campaign we offer our consumers another reason to continue to associate with brand VIP, as the campaign tag line says 'When you are very important'. We are extremely delighted to associate with Hrithik Roshan; there couldn’t have been anyone else who could match the classic legacy of our brand.”
Sudip Ghose, VP – marketing, added, “This campaign is an amalgamation of two very important personalities i.e. VIP and Hrithik Roshan. With 'When you are very important' campaign we want to entice the audience with the features of the new collection that Hrithik displays in the commercial. Adopting a different approach; apart from a 45 second television commercial viewers on the digital platform will get to watch a 2.45 minute film which will be exclusive to social media and will go live sometime soon.”
Ravi Deshpande, founder and chairman, Whyness Worldwide, said, “VIP as a brand has a unique charm just like the brand ambassador – Hrithik Roshan. Our attempt was to ensure that both the personalities are stitched together displaying the features of the product, thus offering the audience an action packed commercial that we hope stands out from the rest.”
Agency: Whyness Worldwide
Founder and chairman: Ravi Deshpande
Creative director: Ranjit Sasidharan
Account management: Chetan Mane
Production house: ThinkTank Films, California
Director: Thomas Krygier
Fight director: Olivier Schneider
DOP: Martin Matiasek
Producer: Gregory Haggart
Executive producer: Brad Steinwede
Line producer: Kristyna Kodet