VIP Industries announces the launch of two campaigns for their brands ‘Caprese’ and ‘Carlton’. The ad films have been conceptualised by Company. The ad film for Caprese went on air on 15 November. Another ad film, this time for the Carlton brand, will go on-air on 22 November.
Filmed in Europe, the ad film features actor Alia Bhatt in a montage as she showcases the Autum-Winter Caprese range. The film ends with Alia saying, 'I'm a Caprese girl' followed by the brand logo.
KB Vinod, managing partner, Company, noted, “The Caprese girl is an ambassador of good taste, elegance and good life. She’ll hopefully define fashion for the girl next door. We would like to see the Caprese girl enjoying good things in life, with a gorgeous Caprese on her arm, for many decades to come.”
Radhika Piramal, managing director, VIP Industries, commented, “Today’s travelers are evolving, demanding and always on the go. Their luggage needs to represent who they are. All our brands like VIP, Caprese, Skybags, Carlton, Alfa and Aristocrat cater to different market segments and with these two campaigns, we aim to strengthen the two segments that they target. We are extremely happy to have Alia Bhatt on board as the brand ambassador for Caprese, as she represents the modern young Indian woman with no compromise on fashion or style. With Carlton, the campaign communicates to a niche segment which is constantly developing. We hope that both the campaigns are successful in establishing a connect with its target audience.”
Sudip Ghose, VP - marketing, VIP Industries, added, “At VIP Industries our attempt has always been to cater to emerging needs of travelers. With the new campaign for Carlton, the brand reaches out to new generation travelers who are the new order of business which is beyond degrees and is about new business ideas, not about age or experience, it is all about taking risks. Our attempt is to cater to this new segment that is growing and forms a considerable amount of the consumer segment. Additionally, we strongly believe that our association with Alia Bhatt for Caprese will help us target every young Indian woman.”
Both the Caprese an Carlton campaigns will straddle print, radio, television and social media.
Client: VIP Industries
Creative agency: Company
Creative head/director: KB Vinod and Bhupal Ramnathkar
Creative team: Vikrant Markal and Penaaz Damania
Accounts team: Mitul Desai and Sanjana Asawa
Production house: Snowball Studios
Director: Tejal Patni