In the crowded travel gear space (including categories like backpacks), Aristocrat is one of India's oldest utility luggage brands. The challenge before VIP industries (makers of Aristocrat Luggage) was to give a new life to brand Aristocrat, and make it the preferred luggage brand of the urban youth – a segment in which it was facing tough competition from the likes of American Tourister and Safari.
Objective of the Campaign
Since the ask was to build a strong connect with the youth, the 'Unpack your Dreams' campaign was planned as a 'digital 1st' campaign. We got two of the world's most prolific cricketers, Rohit Sharma and R Ashwin, to be our brand evangelists We then enabled our fans to get their packing-related questions answered by the two brand evangelists. The campaign was titled 'On Air with Aristocrat', which enabled fans to get their packing-related questions answered by their heroes. With the help of a program that stitched together a query, it's corresponding answer and a quick product demo, we were able to dish out over 800 personalised videos within a single day.