Skybags is unveiling is latest TVC for a new range of backpacks targetted at a younger TG of 16-25 years today, March 12, 2014. The TVC seeks to highlight the shift in Skybags’ imagery from being a luggage brand, even as style continues to be core to the brand. John Abraham continues to be the brand ambassador.
The TVC, conceptualised by L&K Saatchi & Saatchi, is about people wearing backpacks, walking or doing things backwards. John Abraham is amused as to why they are walking backwards, when in the end he realises that the backpacks look so stylish that people show their backs first – hence, ‘Back is the new front’. The insight is that everybody likes to show their stylish side first.
Commenting on the campaing, Sudip Ghose, VP – Marketing, VIP Industries, “There is a definite gap in the market for stylish backpacks. Most professional bags are either black or boring. Skybags now introduces new ‘styling’ backpacks for the city youth. The new collection is high on style, with interesting play of style and colours, designed to meet daily travel need of college goers and young professionals. We have also introduced for the first time in India, Polycarbonate hybrid backpack, taking style to next level.”
Elaborating on the campaign, Rahul Nangia, Chief Creative Officer, West & South, L&K Saatchi & Saatchi said, “The intent is to make backpacks a style accessory. Which is why, we placed Skybags in a world where everyone puts their backs in front. And John is the odd man out, who is not in on the secret yet. It was an exciting film shoot and the director, Anupam Mishra, has brought a fresh look to it.”
Campaign credits Account management, planning and creative:
Creative Agency: L&K Saatchi & Saatchi
Creative Team: Rahul Nangia, Amit Acharekar, Pradeep Yeragi
Account Management: Debarjyo Nandi, Shazin Motorwala
Film Director: Anupam Mishra
Production House: Crazyfew Films
Producers: Urfi Kazmi, Viraj Gawas
Other media: Digital, Print, POS