Skybags launches backpacks collection campaign

SkybagsSkybags the youthful luggage brand from the house of VIP Industries has released a new TVC for their new backpacks collection. The ad features Bollywood Actor & Producer John Abraham. The TVC will go on  March 12, 2014.

“The intent is to make backpacks a style accessory. Which is why, we placed Skybags in a world where everyone puts their backs in front. And John is the odd man out, who is not in on the secret yet. It was an exciting film shoot and the director Anupam Mishra has brought a fresh look to it,” Rahul Nangia, Chief Creative Officer, West & South, L&K Saatchi & Saatchi, said.

The entire film is about people wearing backpacks walking or doing things backwards. John is amused as to why they are walking backwards when in the end he realizes that the backpacks look so stylish that people show their backs first. ‘back is the new front’.

“There is a definite gap in the market for stylish backpacks. Most professional bags are either black or boring. Skybags, being a stylish bags brand now introduces new ‘styling’ backpacks for the city youth. The new collection is high on style, with interesting play of style and colours, designed to meet daily travel need of college goers and young professionals. We have also introduced first time in India, Polycarbonate hybrid backpack, taking style to next level,” Sudip Ghose, VP – Marketing, VIP Industries , said.

Skybags has launched new range of backpacks for younger TG 16 to 25 yrs., shift in Skybags imagery from being a luggage brand, style continues to be core to the brand. John Abraham continues to be the brand ambassador.

Brand Name: Skybags
Campaign Name: Back is the new front
Duration of the TVC: 30sec
Agency: L&K Saatchi & Saatchi
Ad Release Date: March 12, 2014

Brief given by the client to the agency

o    The Team (Account management, planning and creative)
o    Creative Agency: L&K Saatchi & Saatchi
o    Creative Team: Rahul Nangia, Amit Acharekar, Pradeep Yeragi
o    Account Management: Debarjyo Nandi, Shazin Motorwala
o    Film Director: Anupam Mishra
o    Production House: Crazyfew Films
o    Producers: Urfi Kazmi, Viraj Gawas
o    Other media: Digital, Print, POS

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