Skybags shifts focus to ‘arrival’ lounge; makes style statement with John Abraham

Skybags, a brand from VIP Industries, has rolled out a campaign for its new collection, Riviera. An ad film created by Law & Kenneth went on air on 12 October. The campaign will straddle TV and print.

The film features two girls at the airport waiting for their checked in baggage. One of them asks the other to guess the owner of a ‘boring bag’ on the conveyor belt. Her friend maps it correctly to a busy executive they identify as ‘banker’. They guess the owner of a broken bag, correctly, to be a ‘discount queen’ (saddled with shopping bags) in their midst. A stylish white-and-blue piece of baggage grabs their attention. As they’re about to guess whose it must be, John Abraham cuts in and asks “Actor?” He picks up his Skybag and leaves, asking the girls, “In mein se aapka bag kaunsa hai?” (which of these bags is yours?). A voice over says, ‘Style that says a lot about you’, accompanied by a super that signs off with the brand’s message: ‘Skybags - Arrive in style’.

Rahul Nangia, chief creative officer, West and South, Law & Kenneth, said, “You look at any conveyor belt at any airport around the world, you'll find only boring black and grey bags. Skybags breaks the pattern. So the idea was to make people look at their own bag, and wonder if they are being judged for it.”

Radhika Piramal, managing director, VIP Industries, said, “Today, luggage is an extension of one’s personality. You can say a lot about a person by the luggage he or she carries. Riviera is aimed at those travellers who like to make a style statement everywhere they go. While the bags offer world class functional features, they also offer vibrant and unique design that adds an edge to travellers’ personality.”

Credits
Agency: Law & Kenneth
Creative: Rahul Nangia, Amit Acharekar, Pradeep Yeragi, Paritosh Lonkar
Account management: Debarjyo Nandi, Shazin Motorwala, Rohan Serrao
Agency films producer: Vijay Vigamal
Production house: Coconut Films
Director: Kamlesh Soni
Producer: Tushar Raut and Nupur Guha
Post production: Team work
Offline editor: Shiv Panicker
Online editor:  Sumanth
Music director:  Micu Patel
Sound engineer: Arun Crasto
Post production supervisor: Vijay Shela