Skybags unleashes back to back fun and style in new campaign
Skybags, the popular youth brand from the house of V.I.P. Industries, has rolled out it #PlayBackToBack campaign to launch its latest range of backpacks. Creatively conceptualised and executed by Law & Kenneth Saatchi & Saatchi, #PlayBackToBack showcases an imaginary scenario where brand ambassador Varun Dhawan comes out of a bag, portraying a non-stop life, packed with fun and style.
The campaign is dubbed to some foot tapping background music describing the features of the new backpacks and at the same time representing multiple styles for different lifestyles. The new collection includes 81 fresh designs that reflect the passion and personality of college goers, young professionals and explorers who are ready to take on the world. From weekend rucksacks to professional laptop bags to stylish college backpacks and colorful glow in the dark school bags – there is something for everyone.
Elaborating on the new collection and the campaign, Sudip Ghose, Vice President – Sales and Marketing, V.I.P Industries, said, “As always, the new collection will offer the best and the latest trends in backpacks. Today, backpacks have become an essential part of our lives. People don’t just carry backpacks anymore, they wear them like an accessory. In this campaign, we have used an imaginary way of storytelling that unveils the collection and also depicts the lifestyle of our consumers, which is portrayed exceptionally well by Varun.”
Speaking from a creative perspective, Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi, said, “Skybags is a fun stylish brand, meant for the youth. The centre piece of the campaign is a film which captures the energy of the brand and its endorser, but is not limited by logic. And the best part is, it has all been shot live. No CG!”
Speaking about the concept and his experience of working for this campaign, brand ambassador Varun Dhawan, said, “PlayBackToBack is filmed on a very unique concept and it is extremely different from any brand film I have done so far. During the narration, when I was told that I had to come out of backpack that itself got my attention and I so wanted to see how we can execute it. I hope my fans enjoy watching this campaign as much as I have enjoyed shooting it.”
Watch the campaign:
Client: V.I.P. Industries
Creative Agency: Law & Kenneth Saatchi & Saatchi
Creative Head/ Director: Rahul Nangia
Creative Team: Rahul Nangia, Ipsita Ghosh, Amol Dahanukar
Accounts Team: Debarjyo Nandi, Amit Sharma, Rachana Chirania
Production House: LightBox Films
Director of the film: Nico Morlet