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.