VIP Industries has rolled out a new campaign for its brand ‘Carlton’. The ad film, targeted at young working individuals, has been conceptualised by Whyness and went on air on 22 November.
The ad film begins depicting the last moment preparations of a young man launching his store. The voice over mentions that business is not just about getting a B School degree. Next, we see a man at an airport lounge reading about a young man having raised $20 million in the newspaper. The voice over says that it isn't about playing it safe as the man glances up from the newspaper to find the youth mentioned in the news to be seated across him. As the voice over says that it isn't about having a big office, we see 4 employees packing their stuff and leaving for the day out of a small office. The scene shifts to a young lady presenting her ideas to a group of senior personnel at an office as she retrieves her proposal from her bag and distributes it at the meeting. The voice over accompanies this by highlighting that it isn't about age or experience. As we, next, see a young man packing his VIP suitcase with everything from clothes to his laptop to a cricket ball, the voice over emphasises that today business is about 'packing new ideas, breaking rules and reaching new destinations'. The ad film ends as we see the man leaves with his luggage and a brand sign off including the logo and the positioning 'The new face of business'.
Ravi Deshpande, founder, Whyness said, “Carlton is a premium luggage brand with a heritage of the UK legacy wanting to reach out to ‘The New Face of Business’. We hope that the campaign communicates with the young aspiring face of business who will associate with Carlton on their next business travel.”
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, vice president - marketing, VIP Industries, said, “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.”
The campaign will straddle print, radio, television and social media.
Client: VIP Industries
Creative agency: Whyness Worldwide
Creative head: Ravi Deshpande
Creative director: Ranjit Sasidharan
Creative team: Deepa Pol, Gia Fernandes, Pratik Mhatre, Koushik Bose
Account management/planning: Chetan Mane, Angad Chandorkar, Abhinav Verma, Vinesh Nandikol
Agency producer: Brad Steinwede
Production house: Celtic Films, London
Director: Rahul Gandotra
Producer: Stuart Sutherland
Also read: VIP Industries brings out the 'Caprese girl'