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
Mars Cosmetics turns International Women’s Day into a night of play and confidence
Women take the night by storm with fitness, fun and beauty at Mars Cosmetics event
MUMBAI: Mars Cosmetics gave International Women’s Day a fresh twist this year, turning it into a vibrant Women’s Night. The brand celebrated women by creating an immersive evening that blended movement, community, and confidence.
Under the banner of ‘Play Like a Girl,’ participants swapped traditional celebrations for night runs, cycling, pickleball matches, and fitness sessions. The event encouraged women to compete, connect, and celebrate together, turning strangers into friends through shared energy and enthusiasm.
Mars Cosmetics director Rishabh Sethia said, “Beauty is closely tied to confidence and self-expression. With Women’s Night, we wanted women to move freely, play fearlessly, and own the night. This was not just a campaign; it was an experience that celebrated strength, energy, and unapologetic spirit.”
After the sporting sessions, participants enjoyed beauty touch-ups and relaxed social interactions, seamlessly combining fitness and glamour. The event showcased Mars Cosmetics’ evolving vision of beauty, one that goes beyond makeovers to embrace confidence, individuality, and real-life experiences.
The night proved that beauty is more than a shade of lipstick. It is the confidence to run, rally, and play like a girl, even after the sun goes down. Mars Cosmetics’ Women’s Night turned a celebration into an empowering movement, proving that the night truly belongs to women too.
