VIP Industries Ltd has unveiled a new campaign with the theme ‘Whatever your trip we have a bag for you’ to give the luggage company a fresh boost. VIP is sparing no efforts for this campaign, created by Lowe and produced by Chrome Pictures, which involves an overall investment of Rs 15 crore. The TVC features new brand ambassador Shahid Kapoor. Bling! Entertainment Solutions is the company that manages Kapoor’s endorsements.
Elaborating on the thought process of roping in Kapoor for the commercial, Atul Kasbekar, CMD, Bling, said, “Roping in Shahid for the commercial was a joint decision between VIP, Lowe and Bling! Given Shahid’s age, success and youthful appeal, he was the perfect brand ambassador for the VIP luggage line, which targets the youth. This recommendation was also made keeping in mind that Shahid in the next two years is poised for super stardom in Bollywood.”
Sudhir Jatia, Managing Director, VIP Industries Ltd, said, “Research shows that the core values of VIP are Safe, Solid, Mature, Respectful, Trustworthy, Indian, Omnipresent. What we need to add is youthful, dynamic, premiumness. Shahid is young, contemporary and dynamic, stylish and an excellent dancer. He has a clean image, involved in no controversies, spirited and always willing to do more and not very exposed. For the brand VIP, Shahid will add youth and dynamisim, more noticebility/ visibility and PR material.”
On the overall strategy, Jatia explained, “Brand VIP is moving up the ladder in terms of premiumness and style quotient with the help of products, which are now clearly differentiated and cater to different segment of customers. We have now moved from a price-based segmentation to a need-based segmentation and, therefore, now the customer is willing to pay a premium for the brand since it is satisfying his need.”
The campaign is divided in two phases. The first phase was launched on December 12, 2008 and continues till March 2009. From mid-April 2009 onwards, the campaign breaks in the second phase, which will run till mid-June 2009.
The campaign will be supported by television, outdoor and print medium. The company plans to focus on many other BTL activities along with the ATL activities.