V.I.P Industries, the brand synonymous with sturdy travel suitcases and leather bags, has undergone an identity change. It has embarked on a journey to design their luggage keeping in mind the traveller’s journey.
“We try to anticipate anything that you may need while travelling and design our bags accordingly. Contributing in every way to making your journey happy,” said Dilip G Piramal, Chairman of the Rs 305 crore V.I.P. Industries Ltd. This change in V.I.P. has happened after three decades.
Piramal added, “The essence of the new V.I.P. is captured in the new symbol – the V-Globe, in which the ellipse represents the world of travel, while the V represents joy and freedom from the stress of travel. This is followed by the letters V.I.P., which represent solidity and trust. Together, the full logo represents the V.I.P. philosophy of ‘Joyful travel through thoughtful products’.”
The new philosophy, developed by DCell, is adequately captured by the V-Globe, which, the company said, was designed after extensive research among customers, retailers and an audience comprising internal and external critics.
The new philosophy is also reflected in the new baseline for the brand – Happy Journey. This is a move away from the earlier baseline of the brand – It’s a Different Trip.
“The new brand identity and baseline reflects the V.I.P. brand’s new philosophy in totality. Somewhere along the road, in the past few years, the difference between the V.I.P. brand and the corporate identity of V.I.P. Industries got blurred, and we saw erosion in the brand equity of V.I.P. We intend to set that right in the metamorphosis that we are undertaking within. While the brand identity will set the tone for the change to be seen to the outside world, it is not the only thing that is changing here. Extensive market research undertaken by us shows the gap that exists, which we can plug and also improve upon. We are developing new products that complement the needs of the consumers,” elaborated Sudhir Jatia, Managing Director, Blow Plast Ltd, the Rs 270 crore marketing arm of V.I.P. industries.
A completely new ad campaign for print and television has been devised for the brand and will be seen from today itself. Lowe has created the ad campaign and sees an investment of Rs 5 crore. The retailing chain of V.I.P. Lounge will also go through an image makeover to convey the premium imagery of the V.I.P. brand.
Sunil Kataria, Vice-President, Marketing, Blow Plast Ltd, said, “Indians are increasingly looking global and the V.I.P. brand will cater to their aspirations. These individuals are referred to as ‘Global Indian’. Our positing has always been premium and now will enhance this strategy further in terms of positioning, advertising and also retailing.”