Law & Kenneth Saatchi & Saatchi and Skybags India launch summer #PlayBackToBack campaign

Skybags.jpgThis summer, Skybags, the popular youth brand from the house of V.I.P Industries, India's leading luggage company presents a refreshing campaign #PlayBackToBack to launch its latest range of backpacks. Creatively conceptualised and executed by Law & Kenneth Saatchi & Saatchi, PlayBackToBack showcases an imaginary scenario where brand ambassador, Varun Dhawan comes out of a bag portraying a non-stop life, packed with fun and style.

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Skybags 2.jpgThe campaign is dubbed to some foot tapping background music describing the features of the new backpacks and at the same time representing multiple styles for different lifestyles. The new collection includes 81 fresh designs that reflect the passion and personality of college goers, young professionals and explorers who are ready to take on the world. From sturdy weekend rucksacks to impressive professional laptop bags to stylish college backpacks and colorful glow in the dark school bags there is something for everyone.
 
Speaking about the concept and his experience of working for this campaign, Brand Ambassador, Varun Dhawan said, "PlayBackToBack is filmed on a very unique concept and it is extremely different from any brand film I have done so far. During the narration when I was told that I had to come out of backpack that itself got my attention and I so wanted to see how we can execute it. I hope my fans enjoy watching this campaign as much as I have enjoyed shooting it."
 
Skybags 3.jpgTalking about the new collection and the campaign Sudip Ghose, Vice President - Sales and Marketing, V.I.P Industries said, "As always the new collection will offer the best and the latest trends in backpacks. Today backpacks have become an essential part of our lives. People don't just carry backpacks anymore, they wear them like an accessory. In this campaign, we have used an imaginary way of storytelling that unveils the collection and also depicts the lifestyle of our consumers which is portrayed exceptionally well by Varun."
 
Speaking from a creative perspective Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi said, "Skybags is fun stylish brand, meant for the youth. The centre piece of the campaign is a film which captures the energy of the brand and its endorser, but is not limited by logic. And the best part is, it's all been shot live. No CG!"

Credits -
Creative Head/Director: Rahul Nangia   
Creative Team: Rahul Nangia, Ipsita Ghosh, Amol Dahanukar
Accounts Team: Debarjyo Nandi, Amit Sharma, Rachana Chirania
Production House: LightBox Films
Director of the Film: Nico Morlet

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