‘Skybags’, the youth bags brand from V.I.P Industries announced the launch of its latest backpack collection. The campaign was unveiled by Bollywood heartthrob and Brand Ambassador Varun Dhawan at a press conference in Mumbai on 11^th March, 2016. 

Varun Dhawan presented the ‘Backpack Collection 2016’, which offers latest designs, vibrant colors and never-seen-before prints. Screening the TVC which is conceptualised and created by the talented team at Law & Kenneth | Saatchi & Saatchi, the film features Varun Dhawan showcasing the collection. Matching a light-hearted catchy tune, Dhawan is seen leaping through the air, moving in style, with different bags from the new collection against Istanbul skyline.

Expressing her views on the campaign, Radhika Piramal, Managing Director, V.I.P Industries says, “As a brand we aspire to connect with young audience that is fun-loving, vibrant and who have an edge about them. The campaign is simple, yet manages to encapsulate the fun and trendy spirit of the brand and the latest backpack collection. With a design range that can cater to multiple individual preferences, we hope to tap into the market for school, college and office backpacks. We have also added a new overnighter category called 'Weekender bags' in our new collection."

Commenting on the campaign, Sudip Ghose, Vice President – Marketing, V.I.P Industries says, “Varun Dhawan's personality syncs seamlessly with the new collection and these stylish bags are something that everyone would want to own. Bags in our new collection are not only high on style with bright colours, trendy fabrics and prints, but are also high on features. Our 'Tri-tech series' of backpacks are super spacious, comes with laptop and tablet compatibility, organiser, waterproof raincover and specially designed 'aer-zone' back comfort. Not only this, all bags come with 12 month worldwide warranty.”

Speaking about the campaign and the new backpack collection Varun Dhawan, Brand Ambassador – Skybags says, “I’m really kicked about using the new backpack collection. The backpacks have a unique design and they really do command attention. Plus it was great fun shooting for the Skybags campaign. There will be a lot to watch out for from Skybags in 2016.”

Explaining the rationale behind the campaign, Rahul Nangia, National Creative Director, Law & Kenneth | Saatchi & Saatchi says, "Skybags backpacks are not meant for those who are boring and sedate. They have been designed for restless young men and women who refuse to sit down. They are bursting with energy to keep moving. That's the spirit that this film attempts to capture."

The campaign will be a 360 ° one programmed for high visibility, which includes online and offline channels such as digital platforms, television, print and outdoor. It is also being supported by a new microsite and online contest through several social media platforms. Participants simply need to leap in the air and capture a photo of themselves and share it on Facebook, Twitter or Instagram with #MyBigLeap. Daily winners get Skybags backpacks. One lucky participant will win a special paragliding experience.