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.
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