VIP launched new bags and created and executed the campaign called Back is New front

1. MARKETING CLUB, UBS
Presentation-3
By:
Avinash Chennuri
CMBA2, 1330

2. Established in
1971
Asia’s
Largest
Luggage
manufacturer
World’s second
Largest
Luggage
manufacturer
Domina
nt
player in
India
Market
share
Flagship company
of the Dilip G
parimal group
1 21 60
%
5 21
continents countries
1971
INTRODUCTIO
N

3. pieces sold around
the world
First brand to
launch designer
wedding collection
Outlets
Retail stores
1
50% Top of Mind Brand
awareness
100% Unaided Brand
awareness
1300
8000
60,000,000

4. SITUATION ANALYSIS
VIP’s Sky bag’s
new
Revolutionary
product
“Backpack”
Target
Audience:
YOUTH
Want to come up
with new creative
TV commercial
Also want to
create social
Brand Awareness

5. OBJECTI
VE
 Building Brand awareness in both social
media and TV commercial ad
 Creating a new category ad and trendy
ad
 Involving customers in the Campaign
 Rewarding customers

6. STRATEGY &
EXECUTION
• John Abraham the brand ambassador of
sky bags finds a new world where all the
people walks in backward direction
• A woman is walking her dog backward,
a cyclist is riding backward, in fact there
is a movie poster of ‘Kill Bill’ starring
actress Uma Thurman’s back with her
Skybag backpack!
• John too walks into a store, buys his
own bag and walks out of the
store backward, while the voiceover
goes “Back is the new front”, and a
TV Commercial

7. #BackIs
TheNew
Front
#Move
InStyle
A Twitter contest invited users to
tweet using #BlankIsTheNewBlank
• Show your Backpack
• Show your unique style
• Take your Reverse Selfie
Won Canon Digital Camera and Skybag speed
backpack
#MoveInStyle contest that asked users to share
their style quotient.
Social Media

8. RESULT
S • Right from bracing the community
with #BlankIsTheNewBlank to
getting them involved with the new
style idea of #BackIsTheNewFront
and #MoveInStyle with contests
and reverse selfies, the social
media communication has been
focused towards the consumers
and the young, urban, social-savvy
crowd.
• The response on social seems to
indicate that relevant contests and
product as prizes always works.

9. For a brand known for its stylish range
of travel bags, Skybags needed
something really quirky for
communicating its new range of
backpacks. The emphasis on “back is
the new front” does that for the TVCs
and adds that required recall value.
Also, the extension on social media to
communicate the new idea has been a
well laid out plan.
#Conclusion

10. #Thank you