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Hrithik Roshan is VIP’s brand ambassador

MUMBAI: V.I.P Industries has announced the launch of their campaign “When you are very important” for their homegrown brand VIP.

The campaign features Hrithik Roshan as the brand ambassador, illustrating the transformation of India’s pioneering luggage brand and creating a niche positioning for itself.

Leaving no stone unturned, the campaign is created by a team of creative minds such as Thomas Krygier – Director of Oscar winning commercials, Olivier Schneider – Stunt Director for classics like James Bond 24: ‘Spectre’, ‘Fast And Furious 6’, and conceptualised by the team of Whyness Worldwide.

Filmed in Prague, one of the largest cities in Europe, the campaign showcases the superstar trying to escape a gang of thugs who want to steal a precious jewel which he carries in a VIP strolley. Against a beautiful backdrop depicting the magnificent cultural sights, the scene is shot on the streets where Hrithik is seen fighting the gang. Aesthetically choreographed the fight sequence shows Hrithik using the strolley to defend himself and at the same time demonstrating the durability and toughness of the bag.

V.I.P Industries MD Radhika Piramal said, “VIP is a brand with which we pioneered in the luggage industry. Almost four decades old; brand VIP continues to reign as one of the most preferred luggage companions. Through this campaign we offer our consumers another reason to continue to associate with brand VIP, as the campaign tag line says “When you are very important”. We are extremely delighted to associate with Hrithik Roshan; there couldn’t have been anyone else who could match the classic legacy of our brand.”

Roshan said, “I am extremely honored to be an ambassador of a brand that I have known since my childhood. Shooting for this campaign gave me an opportunity to work with some of the best creative minds as well as a great stunt director, easily being one of the toughest action scenes that I have ever performed with a unique prop like a VIP strolley.”

V.I.P Industries VP marketing Sudip Ghose said, “This campaign is an amalgamation of two very important personalities i.e. VIP and Hrithik Roshan. With “When you are very important” campaign we want to entice the audience with the features of the new collection that Hrithik displays in the commercial. Adopting a different approach; apart from a 45 second television commercial viewers on the digital platform will get to watch a 2.45 minute film which will be exclusive to social media and will go live sometime soon.”

Whyness Worldwide founder, chairman Ravi Deshpande said, “VIP as a brand has a unique charm just like the Brand Ambassador-Hrithik Roshan. Our attempt was to ensure that both the personalities are stitched together displaying the features of the product, thus offering the audience an action packed commercial that we hope stands out from the rest.”

The campaign features the artic blue Tube strolley. Designed in attractive colours offering toughness and scratch resistance, the collection is being pushed as being definitely a ‘must have’. Enhancing its reach, the campaign will be promoted across all platforms such as TV, social media and OOH.