Skybags from VIP Industries has rolled out a campaign featuring actor Varun Dhawan. The TVC has been conceptualised by L&K Saatchi & Saatchi.
The film is set in what seems like a European location. Munching on a sandwich by the road, Dhawan realises that his bus just passed by. He pleads with the driver to stop, but the latter refuses. What ensues is a chase with his Skybag in hand. Dhawan runs on the road, gets a lift on a two-wheeler, walks through a restaurant and finally gets in front of the bus. When the driver opens the door and asks him to get in, Dhawan winks at him, and walks away instead. The film ends with a super 'My style my way' and a voice over introducing the Skybags collection.
Radhika Piramal, managing director, VIP Industries, said, "Varun is a perfect replication of what Skybags stands for – a combination of style and charisma. Through this campaign we want to directly connect with the youth creating a portrait that mirrors their personality. We hope that we are successful in establishing a strong bond with the audience."
Sudip Ghose, vice president, marketing, VIP Industries, added, "With more young customers travelling at an early age, styling in bags has become a necessity. From ‘Travel gear’ bags are moving to become ‘Travel wear’ today."
Rahul Nangia, CCO, (West and South), Law & Kenneth Saatchi & Saatchi, added, "Skybags is for those who want nothing about their holiday to be dull, including their bags. Even if something goes wrong, they'll find a way to turn it around and have a good time. That's what Varun does in this film."
The TVC went on air on 26 October, and is part of a campaign that includes social media and OOH legs.
Client: VIP Industries (Skybags)
Creative agency: L &K Saatchi & Saatchi
Creative team: Rahul Nangia, Ipsita Ghosh, Saurabh Nayampalli, Paritosh Lonkar
Account management: Debarjyo Nandi, Shazin Motorwala, Subham Chowdhury
Production House: 100 Frames
Director (film): Roman Jirnih
Producer: Prashant Sampat, Umesh Patel