Skybag attempts to show its cool side with its latest ad campaign. Reviewing the ad in ‘From Logo to IMPACT’ on Bloomberg TV India, Nima Namchu, Chief Creative Officer, Havas Worldwide, says that the use of a beautiful foreign locale along with an interesting jingle worked in favour of the ad, making it stand out
Reviewing the latest ad campaign by Skybags - #MyStyleMyWay starring Varun Dhawan - in Episode 33 of ‘From Logo to IMPACT’ on Bloomberg TV India, Nima Namchu, Chief Creative Officer, Havas Worldwide says that the brand has been able to rejuvenate itself. “Skybags as a brand used to be cool once upon a time and it has become cool once again. The brand is doing very well in the market too. And this current communication with the actor going through city streets in some foreign locale is very clearly making the brand even more aspirational.”
While Namchu felt that a man running across a beautiful foreign city pulling aquamarine luggage made the ad look very stylish and added a coolness quotient to it, the TVC too was faithful to the category code. “The execution and the storyline itself has the category code very strongly entrenched. You see the suitcase through the film.”
Talking about how the use of the French song ‘Shish Kebab YeYe’ worked in favour of the ad, Namchu adds, “The jingle used in the ad is very interesting. It gets you from the word go. There’s a line that uses ‘sheekh kabab’ which was very catchy. I went to Google to find out what the song meant. So it shows that I did engage with the brand, much after the commercial was over. It made me do something beyond just think of suitcases which I thought was cool.”
About the campaign
Skybag has launched its latest ad campaign #MyStyleMyWay with Varun Dhawan. The ad takes us to a colourful city where we see Dhawan missing a bus. He tries convincing the driver to open the door of the bus, but the driver does not give in. Not one to get discouraged by such minor happenings, Dhawan starts running across streets, down long flights of stairs, riding pillion on beautiful scooters, jumping over barricades and covering almost the entire town, all the while pulling his luggage around with him. The ad ends with him reaching a point where he is ahead of the bus. When the driver asks him to enter, he refuses the offer with a wink declaring ‘My Style My Way’. The message: The Skybag range of products can prove to be your best friend on trips, good or bad. The TVC is able to grab attention with the supremely catchy French song that plays throughout.
About the show
Each week, the half-hour show ‘From Logo to IMPACT’, co- produced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
