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VIP Luggage on the prowl for a new creative partner, again

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VIP Luggage on the prowl for a new creative partner, again

In just about less than a month, VIP Luggage post its last creative partner, is back scouting for a new creative partner. It is understood that VIP has invited a few agencies for its creative mandate. Publicis Ambience is the incumbent agency. There is no change in its media agency and Maxus India continues to handle the media mandate.

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 crore for the entire range of brands under the VIP umbrella.

It may be recalled 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.

Giving a backgrounder, prior to appointing Publicis Ambience, Lowe Lintas was the agency on the business. In 2008, VIP had 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.


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