Brands
Skybags launches #BackToCool campaign to showcase latest collection
Mumbai: The youth-centred brand from the illustrious house of VIP Industries, Skybags has launched new #backtocool campaign to unveil the stylish 2022 backpack collection. The campaign is all set to help the nation’s Gen Z celebrate a stylish return to normalcy.
Capturing the thrill of finally going back to normal life after the pandemic, the chic new #BackToCool campaign highlights how Skybags’ backpacks are synonymous with style among the discerning Gen Z.
Shot in a vibrant, colourful and edgy style, the commercial features all the exciting aspects of this special time- reuniting with friends in real time, playing team sports together, partying and socialising with the squad, and celebrating together in-person after a long hiatus- all while sporting the contemporary backpacks from Skybags’ latest collection.
This campaign aptly showcases Gen Z as they truly are – bold, vivacious and always on the move! The audacious new video also demonstrates how perfectly Skybags backpacks fit into their lives and focuses on riveting features that the brand offers such as built-to-last straps, premium back support with air mesh, rain covers and a 12-month international warranty. Complete with a young cast and hip music, the campaign aims to celebrate people’s desire to get back to normal life with a bang and will resonate with Gen Z audiences as they return to life as it was before the pandemic.
For over 50 years, VIP has revolutionised the luggage category with continuous product innovations, adherence to quality and international aesthetics. Their youth focused brand Skybags is a pioneer in the Indian market, offering distinctive designs, innovative features and appealing aesthetics for younger audiences. Building upon the success of their previous campaigns, the brand has raised the bar with the #BackToCool campaign by combining the joie de vivre of Gen Z with the effortless style of Skybags.
Backpacks are quickly becoming an essential fashion accessory for youngsters across India. Cognizant of this need, Skybags’ latest collection boasts of an exciting range of cool backpacks, trendy laptop backpacks and stylish rucksacks. With new price points and new categories like PU backpacks, biking backpacks and daypacks, Skybags’ 2022 collection has something stylish to cater to every need.
At the launch of the #BackToCool campaign, VIP Industries vice president marketing Praful Gupta said, “At Skybags, we recognise that the backpack is now a go-to accessory for Gen Z and millennials. Staying true to our philosophy of ‘Move in Style’, the #BackToCool campaign aims to help our youth make a stylish return to normalcy post-pandemic. Both the campaign and the 2022 collection are deeply reflective of our audience- stylish and functional, discerning but playful, and conscious yet fun! Behind the sleek aesthetics of our new range lies over decades of design and engineering innovation, and we are excited to introduce this to the market in such a fun manner. We’re confident this campaign will resonate deeply with India’s Youth.”
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
