VIP Industries: On Air with Aristocrat – When cricketers turned luggage experts

Aristocrat, one of India's oldest utility luggage brands, created an innovative direct response campaign to re-position itself as a youthful brand.

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...

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