This summer, Skybags, a youth brand from the house of V.I.P Industries, presents a campaign titled #PlayBackToBack to launch its latest range of backpacks. The ad is conceptualized and executed by Law & Kenneth Saatchi & Saatchi.
PlayBackToBack showcases an imaginary scenario where brand ambassador Varun Dhawan comes out of a bag depicting a non-stop life packed with fun and style.
The campaign is dubbed to foot-tapping background music describing the features of the new backpacks while representing multiple backpack styles for different lifestyles. The new collection includes 81 fresh designs that reflect the passion and personality of college-goers, young professionals, and explorers who are ready to take on the world.
Speaking about the concept and his experience of working for this campaign, Brand Ambassador Varun Dhawan says, “PlayBackToBack is filmed on a very unique concept and it is extremely different from any brand film I have done so far. During the narration, when I was told that I had to come out of backpack that itself got my attention and I so wanted to see how we can execute it. I hope my fans enjoy watching this campaign as much as I have enjoyed shooting it.”
Talking about the new collection and the campaign, Sudip Ghose, Vice President – Sales and Marketing, V.I.P Industries, says, “As always, the new collection will offer the best and the latest trends in backpacks. Today, backpacks have become an essential part of our lives. People don’t just carry backpacks anymore, they wear them like an accessory. In this campaign, we have used an imaginary way of storytelling that unveils the collection and also depicts the lifestyle of our consumers, which is portrayed exceptionally well by Varun.”
Speaking from a creative perspective, Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi, says, “Skybags is fun stylish brand, meant for the youth. The centre piece of the campaign is a film, which captures the energy of the brand and its endorser, but is not limited by logic. And the best part is, it’s all been shot live. No CG!”
Creative Agency: Law & Kenneth Saatchi & Saatchi
Creative Head/Director: Rahul Nangia
Creative Team: Rahul Nangia, Ipsita Ghosh, Amol Dahanukar
Accounts Team: Debarjyo Nandi, Amit Sharma, Rachana Chirania
Production House: LightBox Films
Director of the film: Nico Morlet