Happy journey with VIP Superlite

VIP Superlite

Category- Luggage

Company- VIP Industries

Campaign "Happy Journey (Animated)"

Planning for summer vacation trip, here is VIP wishing you “happy journey” through its new campaign.

Before going to the campaign, just have a look at the trends in the Indian luggage industry.

Classification of luggage category,

Trends in the luggage industry and consumer behaviour-
Over the past few years economy segment of luggage have shown negative growth, mid-segment have shown stagnant growth and premium segment have shown substantial growth. This trend shows that the luggage is no more just the functional product which people buy once in 10-15 years, it has become fashion object which people buy to complement their clothes and type of trip.
Also in case of luggage material, the demand for soft luggage is increasing over hard or moulded luggage. This is the indication of changing people’s objective of buying luggage for just security to comfort & convenience.

The journey of VIP-
VIP had stronghold in mid-segment but the changing consumer preference and emerging competition forced it to think beyond mid-segment. VIP re-positioned it as travel companion rather than just a luggage brand. It wanted to connect itself to the travelling, so will think of VIP.
In its one of the campaign during 2003, VIP tried to emphasise on the most emotional part of travelling i.e. time of departure. A mother bidding goodbye to her children, a child clinging on to her father who is leaving for work, a young mother trying to cajole her daughter who has come to see her off at the airport, by twirling her suitcase around. These are scenes from the `Bye bye' campaign of V.I.P., which was on all TV channels and was supported by a series of outdoor campaigns.
Then VIP tried to connect itself with youth and hence chose Shahid Kapoor as its brand ambassador. It came up with nice communication campaign with Shahid Kapoor focusing on different features of their product like toughness and lightness.
And now to position VIP as youthful and more lively brand it came up with new animation campaign.

Recent campaign-
In the recent campaign VIP has captured the feeling of happiness & friendship through its animated character.
The ad film opens with a man walking down the road with the new VIP Superlite bag. As he walks down the road, he sees a group of children sitting on the park bench, sad because their football is stuck on the top of a lamppost. The man stands on his VIP bag and lifts the children on his shoulders to retrieve the ball, highlighting the strength and durability of the bag.
Moving on, he sees a couple sitting in the park, bored and tired. He opens his VIP bag to release a big heart, which captures the couple, leaving them happy and vibrant – thus showing the bag’s capacity.
The girl sends a gentle flying kiss to the man, which sets him flying into the sky with the VIP bag, where he is flying alongside an airplane, showing how light the VIP bag is. The TVC ends with a pack shot of the new VIP Superlite range and the tagline: ‘Happy Journey’.
Product features such as strength & light weight are brilliantly woven into the communication. What could be better than animations to express the feeling of happiness? Also this character can be extended to further communications of the brand.
Besides television, VIP has carried out extensive in-store merchandising and posters in its exclusive and multi-brand outlets. Branding has also been done at point of travel, on conveyor belts at airports, Jet Airways' baggage tags, IRCTC tickets and in-flight and in-store magazines.