In the early 90s, VIP Luggage needed to entrench itself with the rising middle class.
HTA (JWT) decided to focus on the Indian institution of the family. Like the family is forever, so is VIP. Relationships survive time and so did VIP. In this way, VIP became a family member as it went on journeys, memories etc along with the family. This created a huge emotional bond with the customers.
Kal Bhi, Aaj Bhi. Lyrics play a very important part and were written by Jaikrit Rawat (he wrote Hamara Bajaj). The music was by Louis Banks, sung by Vinay Mandke (he also sang Hamara Bajaj) and shot by Sumantra Ghosal. This film is known as a classic for the ability to connect a mundane product like luggage to emotion.
The loving embrace of a father and his son reflecting all the happy moments spent together along with VIP luggage or the gift of a necklace by a loving mother to her daughter, and in a flashback of the many comfortable travels they had with VIP.
Sales of VIP picked up tremendously after this campaign.
But on the flip side, it also took V.I.P. closer to an older set of customers who were looking for value (cheaper prices), durability etc.
Giving something of value upfront may activate the reciprocity effect, which in turn strengthens relationships…
Humans have creativity, invention, and sophisticated emotional intelligence, whereas animals have purer or more commendable…
ECE's legacy endures as a case study of how effective advertising can transform even the…
Air Deccan's approach changed the business and spawned a generation of low-cost carriers, changing Indian…
Through this campaign, British Airways successfully communicated its brand message of respect, care, and commitment…
A well-defined culture of organisations will drive long-term success by aligning employee actions with company…