{"id":2301,"date":"2021-07-12T16:47:22","date_gmt":"2021-07-12T11:17:22","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2301"},"modified":"2021-07-12T16:47:23","modified_gmt":"2021-07-12T11:17:23","slug":"vip-luggage-bye-bye","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/12\/vip-luggage-bye-bye\/","title":{"rendered":"Iconic Ads: VIP Luggage – Bye, Bye"},"content":{"rendered":"\n

VIPs \u201c Kal Bhi, Aaj Bhi\u201d ads struck a deep chord with the target of 35 \u2013 40 years age group and appealed to the middle-class.<\/p>\n\n\n\n

VIP now wanted to upgrade its imagery with the shift in consumers (25 \u2013 35 years) and their tastes. It also wanted to get a contemporary young look.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

While purchasing luggage, customers are involved heavily but the interaction with it is limited to the time spent travelling.<\/p>\n\n\n\n

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In the mid-2000s, Indians did not travel much. So luggage did not have top of mind recall. Another negative \u2013 luggage is inevitably linked to the most cumbersome parts of travel. So customers will only think of it when there is a need.<\/p>\n\n\n\n

Lintas decided that VIP needed to own one of the most important elements of travel \u2013 time of departure. We can see a range of emotions\/ actions at this time \u2013 happiness, crying, laughing, waving, hope etc. And at the same time, it was when people are occupied with their luggage too.<\/p>\n\n\n\n

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