Alfa, the independent luggage brand from the house of VIP Industries, has returned to television screens after a gap of six years. Its latest campaign is for its new range in the economy segment, Boxer Strolly. With this, the company is looking at shifting the brand from the unorganised sector to the organised sector.
Alfa, which was launched in 1989 as a sub-brand of VIP, went on to became an independent brand. Vyas elaborates on the company's decision. "Alfa gradually went on to become an independent brand in 2003-04, as we wanted two different, standalone brands addressing the needs of different strata of society. The evolution was possible, as we were confident that it could stand on its own."
Speaking on the thought-process behind the campaign, Bobby Pawar, chief creative officer, Mudra Group, says, "While the brief was to talk about the new product range, Boxer Strolly and show its toughness; we had to make the TVC interesting for the consumer for them to remember it, as the brand was coming back to TV after six years. Thus, we created the TVC and added a little tinge of romance."
VIP has fixed a marketing budget of Rs 10-15 crore to promote Alfa, both above-the-line which includes television and print, and through activations across the country.
VIP claims that Alfa is Rs 160 crore brand, clocking sales of over 12 lakh units annually.