National, December 09, 2014
Carlton the British Luggage brand has launched its new campaign 'Carlton - The New Face of Business' - This mega campaign is designed to tap into new consumer bases and fortify its position in the business luggage category. A leading global luggage brand acquired by VIP Industries in 2004, Carlton reflects the very best of British design and innovation.
Conceptualized by Whyness, the new campaign raises a tribute to the new generation of business leaders and their luggage of choice - Carlton. While retaining the charm of its British heritage, the new campaign subtly points out how business has evolved from the old order. Jeans, garage offices and cloud computing have replaced pin-striped suits and corner offices. Set against a rapidly shifting corporate environment, 'The New Face of Business' campaign showcases Carlton as the perfect travel partner for the new business maverick in his pursuit of the next big idea.
Reflecting on the campaign, Mr. Ravi Deshpande, Founder, Whyness says, "There's a new breed of business leaders out there. Young, passionate, innovative and ready to rewrite the rules. For whom chasing profits isn't as important as chasing the big idea. The new Carlton campaign is a celebration of this new business generation and positions Carlton as the luggage of "The new face of business". We look at Carlton as being young, exciting, up-market and disruptive, vis-à-vis the staid competition."
Speaking on the campaign, Mr. Sudip Ghose, Vice President-Marketing, VIP Industries says, "Young, passionate and always-on-the-go, the new generation of business leaders have their finger on the pulse of business. With the 'New Face of Business' campaign, we are directly speaking to this daring new business generation as they make their way to success."
The Carlton 'New Face of Business' campaign is currently on air and will be extended across print, radio and social media platforms.
Creative Agency: Whyness Worldwide
Creative Head/Director: Ravi Deshpande
Creative Director: Ranjit Sasidharan
Creative Team: Deepa Pol, Gia Fernandes, Pratik Mhatre, Koushik Bose
Accounts Management/Planning: Chetan Mane, Angad Chandorkar, Abhinav Verma, Vinesh Nandikol
Agency Producer- Brad Steinwede
Production House: Celtic Films, London
Director: Rahul Gandotra
Producer: Stuart Sutherland
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