Safari Bags launches first PAN India campaign with Ogilvy
Safari bags have been one of the prominent names in the market when it comes to backpacks and luggage. In the past 45 years, Safari Industries has seen many milestones. And through these 4 decades, the Safari promise of quality and the fulfilling experience of using the product that consumers have grown used to is what took the brand from one milestone to another and drove consumers across generations to choose it over and over again. This relationship between the consumer and the brand is what has driven it to become a 600 + crore brand without any PAN India campaign to date. And now the brand is turning a new leaf with its first PAN India brand communication campaign.
The brand recognizes the fact that travel is becoming more and more experiential and the market for travel is evolving to enable this increasingly immersive journey where the traveller seeks new experiences. Safari which in Swahili means ‘Journey’ believes in inspiring as well as facilitating these immersive travel experiences where a traveller craves new, unique and authentic encounters - be it an exotic locale or a by-lane within his own city. Safari has been about journeys and experiences and it was a conscious choice to say it through the bags as compared to the usual celebrity assisted brand portrayal, says Amitabh Agnihotri, Executive Creative Director, Ogilvy Mumbai.
Safari through its new campaign is trying to break the traditional mould of travel portrayed by most Indian brands till now. Most ads have been replete with the usual touristy elements such as selfies, airplanes, resorts and the like. But the brand has tried to portray the reality that the consumer today is constantly seeking a Safari, an experiential journey, rather than being content with the regular touristy routine. Through the personification of this consumer truth, the brand aims to inspire its audience to travel ‘differently’ i.e. not just travel but go on a Safari. The brand, in its TVC, aims to kindle in its viewers the urge to travel differently through the Safari backpack itself. A bag, who just like you is ‘born to travel’ and is not meant to sit in the window display of a shop or the confines of our homes.
The TVC captures the dream journey of the bag meandering through snow-capped mountains and watching the sun set by the waterfront to hitch-hiking a ride on a road trip and enjoying a night out in a local club – precisely the kind of things a traveller would do while experiencing a new place. & We have always strived to deliver quality products that become one's companion in their everyday journeys. The effort has always been towards a real and relatable portrayal of what we believe in. We stand by our beliefs and promises and that’s why consumers have always loved Safari. And we believe the campaign will resonate with them leading to many more travel stories with their Safari bags said, Sudhir Jatia, Chairman and Managing Director, Safari Industries India Ltd.
Smita Singla, DGM Marketing, Safari Industries, says, "We are extremely excited by this new campaign on Safari backpacks, one that taps directly into the minds of consumers leaving behind a warm love for the brand and travel. The idea of showing the bag's journey as a metaphor of one’s experiences during travel perfectly reflects the ethos of the brand and most of our consumers. The bag is born to travel and through the campaign, we urge the consumers to pick up their Safari bags, go out there, and make every journey a Safari!”