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360 degree campaign for Carlton Edge series by Whyness Worldwide

Carlton Luggage is now launching its bold new premium range of business travel bags called Carlton Edge. Representing Carlton’s biggest product and service initiative to date, the Carlton Edge series comes with a game-changing Lifetime Warranty. Uniquely, this warranty also covers airline damage, a feature that no other bag offers in India.

To launch both this evolved bag range and its unique Lifetime Warranty, Carlton have come up with a 360-degree marketing campaign, designed to celebrate the various aspects of the Carlton Edge experience.  

This campaign has been conceptualised by Whyness Worldwide, Carlton’s agency of record. Spearheading this marketing campaign is a TV commercial, directed by Peter Lydon, the renowned British ad film maker. The commercial has been filmed in London for an authentic British feel and style, in tune with the heritage of Carlton bags.

The TV ad has a simple but powerful message: whatever your story of how you may have damaged your bag, the Carlton Edge Lifetime Warranty will take care of your bag, no questions asked. The film hilariously brings alive the power of the Lifetime Warranty and its promise of covering all kinds of bag damage, including airline damage, no questions asked.

The Carlton Edge series and its multi-utility app will also be celebrated across several mediums, through a sustained outdoor as well as online marketing and content campaign. This 360 campaign positions the Carlton Edge series as the perfect travel companion of the evolved business traveller.

Radhika Piramal, the Vice Chairman and Executive Director of VIP Industries, has this to say: We have high hopes for the Carlton Edge bags with their unique Lifetime Warranty that takes care of any kind of bag damage, no questions asked. In my mind, this is what a thought leader does: disrupts, innovates and changes the rules of the game. I’m sure this campaign will be the perfect launch pad for this unique offering.

Sudip Ghose, CEO, VIP Industries, adds: Carlton Edge and its Lifetime Warranty now raise the bar for the entire premium luggage category in India. This is true innovation in both product and service. This marketing campaign, designed to celebrate both the bag and the unique Lifetime Warranty, is just the high-impact launch such a bag deserves. 

Anirudh Pandharkar, Head of Marketing, VIP Industries, opines, “Carlton Edge’s Lifetime Warranty is a category changer. No other bag brand offers a warranty that takes care of all kinds of damage, including airline damage, no questions asked. This marketing campaign delivers on highlighting the special qualities of this bag and its special offer.”

Ravi Deshpande, the Chairman and CCO of Whyness Worldwide, elaborates, “Using understated British humour, this campaign demonstrates the supreme confidence that Carlton have in their lifetime warranty and its ability to accept even the most incredible bag damage story, no questions asked. It also showcases the bag’s ability to withstand the toughest punishment.”

Campaign Credits:

Creative Agency: Whyness Worldwide

Creative: Ravi Deshpande and Ranjit Sasidharan

Account Management: Chetan Mane

Production House: Celtic Films, London

Director: Peter Lydon 

Producer: Stuart Sutherland


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