MARCH 17 – This summer, Skybags, the brand from the house of V.I.P Industries, one of India’s major luggage companies, presents #PlayBackToBack to launch its latest range of backpacks. Conceptualized and executed by Law & Kenneth Saatchi & Saatchi, PlayBackToBack showcases an imaginary scenario in which Brand Ambassador, Varun Dhawan, comes out of a bag portraying a non-stop life, packed with fun and style.
The new collection includes 81 fresh designs that reflect charateristics common to college students, young professionals and explorers ready to take on the world. From weekend rucksacks to professional laptop bags to college backpacks and colorful glow in the dark school bags, there surely is something for everyone.
“PlayBackToBack is anchored on a distinct concept. 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,” says Brand Ambassador Varun Dhawan.
Talking about the new collection and the campaign Mr. Sudip Ghose, Vice President – Sales and Marketing, V.I.P Industries says, “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.”
Mr. Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi explains, “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 a 12-month international warranty and a rain cover in most models. The products are available across several stores, multi-brand and retail. They are also available online on the Skybags website, in Amazon, Myntra, Flipkart, Jabong, Paytm and Snapdeal.
To view the campaign, click here.
- Creative Agency: Law & Kenneth Saatchi & Saatchi
- Creative Head/Director: Rahul Nangia
- Creative Team: Rahul Nangia, Ipsita Ghosh, Amol Dahanukar
- Accounts Team: Debarjyo Nandi, Amit Sharma, Rachana Chirania
- Production House: LightBox Films
- Director of the film: Nico Morlet