Following a multi-agency pitch, Publicis Ambience has been assigned the creative duties of VIP Luggage. Lowe Lintas is the incumbent agency. It is learnt that Publicis Ambience has bagged the VIP brand and not the Aristocrat business as a decision on that brand is still awaited. This win for Publicis Ambience comes close on the heels of the agency bagging the JK Helene Curtis account.
According to informed sources, besides Publicis Ambience, the other agencies in the fray had included BBH India, Saatchi & Saatchi, McCann Erickson, and Mudra, among others.
No official confirmation was available at the time of filing the report. The account size also could not be ascertained, however, industry sources pegged the ad spend in the region of Rs 20-25 crore for the entire range of brands under the VIP umbrella.
Meanwhile, brand Aristocrat is still under review and a decision is expected in a month’s time. It is also to be believed that the client plans to have two agencies on the roaster for the creative business. However, there are no changes in the media agency and Maxus continues to handle the media duties.
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 together – 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.