VIP Industries has rolled out a campaign themed 'Where do you want to go?’ conceptualised by McCann Erickson.
The film features a household where an old man admonishes his visually impaired granddaughter for not listening to him. She's packing her bags for a trip to Europe against his advice. The confident young woman does not change her mind, but hugs him goodbye instead. She leaves the house with her friends, accompanied by her VIP bags. Visuals of the protagonist and her young friends experiencing their holiday follow, with a voice over surmising, “Light, sturdy, easy to move bags from VIP. Where do you wanna go?”
Radhika Piramal, managing director, VIP Industries, said, “We in VIP believe that every individual would like to travel irrespective of their socio-economic or health condition, as travel brings joy and experience of a different kind. This campaign is all about urging people to travel and explore. Therefore apart from exhibiting our new collection, we aim to convey an important message of travel through this campaign. ‘Where do you want to go?’ is an inspirational and emotional concept, close to my heart. We hope that people are motivated to
travel by watching this campaign.”
Prasoon Joshi, chairman, McCann Worldgroup Asia Pacific, said, “'Where do you want to go?' is an attempt to portray the change in the new confident India through the differently-abled whilst subtly displaying the new collection of VIP. This creative thought is built around celebrating the new emotions around the journeys that Indians are undertaking, and the story of the blind girl as a protagonist is a creative metaphor which represents the emotions of a new and bolder India that is forging ahead. The entire team has stayed true to VIP as a
luggage brand which has always remained part of Indian popular culture and this commercial represents its contemporary role in the Indian society.”
The campaign will be seen across print, radio, television and digital nationally.
Client: VIP Industries
Creative agency: McCann Erickson Mumbai
National creative director: Pradyumna
Executive creative director: Abhinav
Accounts team: Himanshu Saxena, Anoop, Saptarshi Banik
Production house: Flying Saucers
Director (film): Vikas Bahl