Magical realism ushers in VIP's Superlite

A unique TVC, embracing the literary aesthetic of magic realism, will herald VIP's latest product, Superlite, which the company contends is the world's lightest strolley. The TVC, conceptualised by Publicis Ambience, is the first-of-its-kind animation for the luggage industry. The special effects of the TVC have the Paris imprint, which infuses the work with a high degree of innovation.

VIP's brief to the agency was to: "Re-energise the brand and [enhance] its relevance to the lives of the younger Indian consumer, without having to compromise on core brand values..."

The campaign celebrates the seemingly insignificant moments of everyday life that are suffused with happiness in the presence of a VIP. The TVC delights in the sense of unencumbered easiness and lightness in life, as if saying: "welcome back to the sunshine world of VIP".