Agency: ibs

Product Description

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.

Target Audience