There’s something far effective about brand communication that every ancient brand wants to bank on. Communication is seeing a major shift from showcasing functional benefits to celebrating the consumers’ dreams, goals and aspirations. Every brand, from banking to retail, is riding on the dreams of its users, acting as enablers in their journey. A recent example is luggage brand, VIP Industries which has rolled out a new campaign to fuel peoples’ travel aspirations called “Where do you want to go”.
The campaign has been conceptualised by Prasoon Joshi, Chairman, McCann Worldgroup Asia Pacific & CEO, McCann India, and has a TVC at the core, directed by acclaimed director, Vikas Bahl. With two of the best names in the industry, the new TVC ‘Duniya Dekhungi’ is the story of a visually impaired girl’s dream to see the world.
The minute-long TVC starts with a grandfather expressing his disapproval for the Europe tour his granddaughter is about to take. In the background, we see a visually impaired girl making her arrangements and packing up while both her parents are seen helping her in the process. Before stepping out, she hugs her grandfather and tells him, ‘should she not see the world because she cannot see’.
Later she is seen enjoying the joy of travel along with her friends; feeling the breeze on her face, loving the touch of field flowers, and more. It ends with the new range of VIP bags Verve Nxt that are light, sturdy and easy to move, while the voiceover asks, “Where do you want to go”.
The brand has also associated with Make-A-Wish Foundation of India which is involved in fulfilling wishes of children with life-threatening medical conditions. As part of their association, every month VIP will sponsor the travel wishes of these children.
‘Where do you want to go’ plans to give a new voice to the brand. Powered with an assertive question, the brand communication seeks to encourage travel among consumers with the visually-impaired girl’s story. Social media is also a part of its 360 degree marketing campaign with the hashtags #WhereDoYouWantToGo and #BeTheExplorer forming the main conversation point.
— VIPBags (@VIPBagsIndia) May 15, 2015
— VIPBags (@VIPBagsIndia) May 16, 2015
Can VIP go a little more digital?
VIP does not seem to have invested a lot of thought in extending the TVC idea on to digital. The visuals shared on its Facebook pages are similar to the ones shared on its Twitter account. The TVC video has been shared and a few visual updates like the ones shown above, form its content plan for ‘Where do you want to go’. There is no strong digital campaign to drive engagement or otherwise. Perhaps, the luggage brand is of the belief that just asking consumers ‘where do you want to go’ is good enough for a new brand positioning.
Fulfilling travel wishes is a great concept for a luggage brand, however, VIP would need to deliver a lot more on social media to get the idea going.
Last year when VIP rolled out its range of lightweight bags in keeping with the new airline luggage restrictions, an interesting promotional campaign called ‘Life Leke chal’ was launched. The campaign put VIP’s social media properties to good use with interesting, relevant and informative content for a community of new age travellers who prefer to travel light. The highlight of the campaign was ‘Lighttimes’, an online travel magazine with light hearted content around travel.
VIP could benefit with a good content marketing strategy around ‘Where do you want to go’. It could bring out stories of real life travellers who chose to travel despite all odds. Create more interesting content uniquely crafted for various social networks its target audience is inhabiting. The brand could also give wings to travel dreams of chosen consumers on social media, just like the association with Make-a-wish foundation. VIP’s Verve Nxt will surely have more takers in the youth segment.