Close on the heels of bagging the Amul Macho creative business, it is now learned that Ogilvy India has bagged the VIP luggage creative mandate as well. The win follows in the wake of a multi-agency pitch. The incumbent agency on the business was Publicis Ambience.
No official confirmation was available at the time of filing the report. The account size also could not be ascertained, however, industry sources have pegged the ad spend in the region of Rs 20-25 Crores for the entire range of brands under the VIP umbrella.
One may recall that in May 2010, VIP, which recently launched its range of light strolleys under the brand name Superlite, had unveiled a campaign to support the launch. Publicis Ambience had then created an animation-based TVC for Superlite.
To give a backgrounder, prior to appointing Publicis Ambience, Lowe Lintas was the agency on the business. In 2008, VIP brought on actor Shahid Kapoor as its brand ambassador and released two commercials – one each for brands Coupe and Nuovo.
Over the years, VIP has been tagged as a brand for the older age group, with its ‘Kal Bhi Aaj Bhi’ films that ran for years – advertising that lent maturity to the brand imagery. However, a few years ago, the brand revamped its products and tried to grow younger with reference to its target group, with the ‘Bye Bye’ and ‘Happy Journey’ commercials.
There is no change in its media agency and Maxus India continues to handle the media mandate.