MUMBAI – V.I.P Industries, leaders in the luggage industry, announced the launch of their mega campaign “When you are very important” for their homegrown brand VIP. The campaign features Hrithik Roshan as their brand ambassador illustrating the transformation of India’s pioneering luggage brand, creating a niche positioning for itself.
Leaving no stone unturned, the campaign was created by a team of globally acknowledged creative minds such as Thomas Krygier – Director of Oscar winning commercials, Olivier Schneider – Stunt Director for classics like James Bond 24: SPECTRE, Fast & Furious 6, and conceptualized by the team of Whyness Worldwide.
Filmed in Prague, one of the largest cities in Europe, the campaign showcases the superstar trying to escape a gang of thugs who want to steal a precious jewel which he carries in a VIP strolley. Against a beautiful backdrop depicting the magnificent cultural sights; the scene is shot on the streets where Hrithik is seen fighting the gang. Aesthetically choreographed, the fight sequence shows Hrithik using the strolley to defend himself and at the same time demonstrating the durability and toughness of the bag.
“VIP is a brand with which we pioneered in the luggage industry,” says Radhika Piramal, Managing Director, V.I.P Industries. “Almost four decades old, brand VIP continues to reign as one of the most preferred luggage companions. Through this campaign, we offer our consumers another reason to continue to associate with brand VIP, as the campaign tag line says, ‘When you are very important.’ We are extremely delighted to associate with Hrithik Roshan; there couldn’t have been anyone else who could match the classic legacy of our brand.”
“I am extremely honored to be an ambassador of a brand that I have known since my childhood,” says Hrithik Roshan, Brand Ambassador, VIP, about his association with the company. “Shooting for this campaign gave me an opportunity to work with some of the best creative minds as well as a great stunt director, easily being one of the toughest action scenes that I have ever performed with a unique prop like a VIP strolley.”
“This campaign is an amalgamation of two very important personalities i.e. VIP and Hrithik Roshan.” adds Sudip Ghose, Vice President-Marketing, V.I.P Industries. “With the ‘When you are very important’ campaign, we want to entice the audience with the features of the new collection that Hrithik displays in the commercial. Adopting a different approach, apart from a 45 second television commercial viewers on the digital platform will get to watch a 2 minute 45 second-long film which will be exclusive to social media and will go live sometime soon.”
“VIP as a brand has a unique charm just like the Brand Ambassador-Hrithik Roshan,” notes Ravi Deshpande, Founder and Chairman, Whyness Worldwide. “Our attempt was to ensure that both the personalities are stitched together displaying the features of the product, thus offering the audience an action packed commercial that we hope stands out from the rest.”
The campaign features the tough and scratch resistant arctic blue Tube strolley. Designed in attractive colors offering toughness and scratch resistance, the collection is definitely a must have. Enhancing its reach the campaign will be promoted across all platforms such as TV, social media, and OOH.
