VIPs “ Kal Bhi, Aaj Bhi” ads struck a deep chord with the target of 35 – 40 years age group and appealed to the middle-class.
VIP now wanted to upgrade its imagery with the shift in consumers (25 – 35 years) and their tastes. It also wanted to get a contemporary young look.
Research had shown that the brand was trusted and reliable, but looked old-fashioned. It was also associated with hard luggage while the younger generation preferred soft luggage.
While purchasing luggage, customers are involved heavily but the interaction with it is limited to the time spent travelling.
In the mid-2000s, Indians did not travel much. So luggage did not have top of mind recall. Another negative – luggage is inevitably linked to the most cumbersome parts of travel. So customers will only think of it when there is a need.
Lintas decided that VIP needed to own one of the most important elements of travel – time of departure. We can see a range of emotions/ actions at this time – happiness, crying, laughing, waving, hope etc. And at the same time, it was when people are occupied with their luggage too.
The slug ‘Happy journeys begin with VIP’, ties the brand to travel. And bye-bye’ is a simplification of it – easy to remember.
The imagery is young, international, hip, glamorous & urban. A shift from the older middle-class imagery.
The creative team led by Balki included Amer Jaleel and Vasudha Narayanan with Chax filming this.
Bye Bye!
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