MUMBAI – 22feet Tribal Worldwide, the digital marketing company of the DDB Mudra Group has launched the latest campaign for luggage company Skybags, creating a series of three comic films to highlight features of its backpacks range. Each of the films highlights a key feature of the backpacks through a quirky script.
The three scripts have different set of casts, story lines and product features i.e. ‘built-to-last’ straps, 12-month worldwide warranty and waterproof rain covers respectively that have been showcased. But all the films have one common motive; to highlight the USP of the Skybags backpacks in a hilarious way.
The films talking about ‘built-to-last’ straps themed ‘Kissa kursi ka’ (Tale of the chair/throne) takes us through a series of tug of wars between an Indian king and a British soldier; between two famous politicians, and between two common men from yesteryears using the Skybags backpack instead of a rope with varying supporting background voices. When the duo resembling two politicians trying to wrench the bag from each other give up and fall down, the film signs off with a visual of the bag and the text ‘Built to last straps’.
If there is tug of war in the ‘Built to last straps’ film, then there is a girl’s wish of a perfect guy showcased in the next film titled ‘Wish for a perfect boyfriend’, highlighting the 12-month worldwide warranty feature. The last film ‘Brother falls for water bowl prank’ showcases a prank between two brothers and how the latter gets wet during the prank highlighting the waterproof rain covers feature of the backpack. The seamless storylines blend in with the product features thus effectively communicating with the audience.
Sudip Ghose, Vice President – Marketing, VIP Industries, said, “When interacting with the youth, there are two factors that every brand needs to keep in mind – a unique medium to convey their message and a strong level of engagement. Digital medium today is much more engaging than the traditional medium. Therefore the content that goes up on the digital platform needs to be equally innovative to garner visibility and create the desired brand recall. With this campaign, we are reinforcing our core brand identity through fun videos affirming the trendy-ness and interesting features of the product.”
“A young and fun brand like Skybags backpacks warrants a tongue-in-cheek story. The brief was simple and straightforward and we tried three different treatments to bring it out beautifully,” says Rochelle Noronha, Business Development Manager, 22feet Tribal Worldwide.
Credits:
Client: VIP Industries
Brand: Skybags (backpacks)
Digital agency (and films): 22Feet Tribal Worldwide
Production house: 3 Blind Mice
Director (films): Rohit Patil
