Skybags gets trendy

The brand's new campaign shows off its new product 'Reef' in an attempt to connect with the youth.

Luggage brand Skybags is going places, along with its brand ambassador actor Varun Dhawan. The brand has released its new TV heavy campaign 'My style, my way', for its product 'Reef'. The TVC is created by L&K Saatchi and Saatchi.

The ad features Dhawan running around town, along with his Skybag, to catch a bus. While he finally manages to catch the bus, he chooses not to board it, and walks away instead. However, the accompanying background music catches the audience's interest. A part of the French song Ali Baba Et Ses 4 Voleurs - Shish Kebab Yéyé is used in the TVC. The ad is shot in Turkey to create an exotic impression.

Skybags is the trendy luggage offering from V.I.P. Industries. The brand targets travellers, especially young travellers, who like to make a style statement everywhere they go. The brand has, therefore, always focussed its campaigns on the youth, its target audience.

Sudip Ghose, vice-president, marketing, VIP Industries, says, "With an increasing number of young customers beginning to travel early, styling in bags has become a necessity. From 'travel gear' bags are today considered 'travel wear'." The brand has also changed its tagline from 'Arrive in style' to 'Move in style'.

The new campaign will be promoted across TV, social media and OOH.

Expressing her views on the campaign, Radhika Piramal, managing director, VIP Industries, says, "Dhawan 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 and create a portrait that mirrors their personality."

Commenting on the TVC, Rahul Nangia, chief creative officer (West and South), L&K Saatchi & Saatchi, says, "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 Dhawan does in this film."