MAM
Close Law & Kenneth helps Skybag arrive in style
MUMBAI: Luggage manufacturer VIP has launched a new collection ‘Skybags Riviera’, under its youthful brand Skybags.
Conceptualised by Law & Kenneth, the ad will feature brand ambassador John Abraham. The aim of the campaign is to build the brand value of style and create a youth promise that translates to consideration.
About the campaign, Law & Kenneth chief creative officer (west & south) Rahul Nangia says, “You look at any conveyor belt at any airport around the world and 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.”
The research insight noted by the agency before the campaign was that bag is more than something one just lugs around. It is increasingly becoming an accessory, a part of your appearance. Today the travellers have evolved and are more style conscious. Luggage has now become a reflection of travellers’ personality.
Elaborating on it, VIP marketing vice president Sudip Ghose says, “The ad was made to deliver a very simple but strong message that with the evolution of fashion conscious traveller, the bag is not just a utility but a reflection of who you are. This ad was made to highlight the positioning of Skybags as a trend setter – the most stylish and preferred luggage brand. The ad targets young professionals who are metrosexual, high on cool quotient and desire to make an impression where ever they go.”
On what will distinguish the ad from the rest Ghose adds, “This ad is based on a real life situation and a phase that every traveller has to go through. The ad is direct and gets the brand attributes conveyed to the viewers that a travel bag is not just a utility but an extension of one’s personality. The tag line ‘Arrive in Style’ compliments the brand Skybags.”
The campaign is on television, print as well as outdoor media. It will also be run extensively through cinema advertisement.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
