INDIAN NEWS & TIMES

Thursday, November 23, 2017

This summer, Skybags, the p16908962_222343958233453_1560642973354426368_nopular youth brand from the house of V.I.P Industries, India’s leading luggage company presents a refreshing campaign #PlayBackToBack to launch its latest range of backpacks. Creatively conceptualised and executed by Law & Kenneth Saatchi & Saatchi, PlayBackToBack showcases an imaginary scenario where Brand Ambassador, Varun Dhawan comes out of a bag portraying a non-stop life, packed with fun and style.

The campaign is dubbed to some foot tapping background music describing the features of the new backpacks and at the same time representing multiple styles for different lifestyles. The new collection includes 81 fresh designs that reflect the passion and personality of college goers, young professionals and explorers who are ready to take on the world. From sturdy weekend rucksacks to impressive professional laptop bags to stylish college backpacks and colorful glow in the dark school bags there is something for everyone.

Speaking about the concept and his experience of working for this campaign, Brand Ambassador, Varun Dhawan says,“PlayBackToBack is filmed on a very unique concept and it is extremely different from any brand film I have done so far. During the narration when I was told that I had to come out of backpack that itself got my attention and I so wanted to see how we can execute it. I hope my fans enjoy watching this campaign as much as I have enjoyed shooting it.”

Talking about the new collection and the campaign Mr. Sudip Ghose, Vice President – Sales and Marketing, V.I.P Industriessays, “As always the new collection will offer the best and the latest trends in backpacks. Today backpacks have become an essential part of our lives. People don’t just carry backpacks anymore, they wear them like an accessory. In this campaign, we have used an imaginary way of storytelling that unveils the collection and also depicts the lifestyle of our consumers which is portrayed exceptionally well by Varun.”

Speaking from a creative perspective Mr. Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi says,“Skybags is fun stylish brand, meant for the youth. The centre piece of the campaign is a film which captures the energy of the brand and its endorser, but is not limited by logic. And the best part is, it’s all been shot live. No CG!”

Skybags backpacks come with built to last straps, 12 month international warranty and rain cover in most models. The products are available across leading VIP stores, multi-brand stores and retail stores.