VIP takes 'Happy Journey' promise on ground

By Surina Sayal , afaqs!, Mumbai | In OOH News | August 22, 2011
The initiative had VIP Industries and Radio Mirchi branded vehicles offering 'Happy Journeys' to commuters in the form of convenient pickups and drop offs within Mumbai, in the monsoon season.

Taking its brand offering of 'Happy Journeys' forward, luggage major VIP Industries, along with Radio Mirchi 98.3 FM, rolled out an initiative called 'VIP Happy Journey Express'.

This innovation, carried out in Mumbai, aimed to make the lives of travellers convenient and stress-free, ensuring safety at all times while commuting during the unpredictable downpour of Mumbai monsoons, thus gifting them a 'Happy Journey'.

The joint initiative, which went on from August 1-14, placed several branded vehicles at strategic locations throughout the city. These offered commuters conveyance to major transit points during heavy showers.

Discussing the initiative, Manish Vyas, vice-president, marketing, VIP Industries, says, "VIP truly believes in providing its customers with convenient travel solutions. 'VIP Happy Journey Express' is one such initiative that was born out of the thought of bringing to life the idea of 'Happy Journey'-- the central philosophy of our brand."

The initiative was targeted at everyday travellers, and hence, the vehicles were parked at strategic business areas such as Dadar and Nariman Point to assist travellers to commute from the railway stations to their offices and vice-versa. The pickup and drop off points for the first week were Bandra to BKC and Nariman Point to Churchgate, and for the second week, Andheri East to SEEPZ and Dadar to Worli.

The tie-up with Radio Mirchi allowed constant updates on-air messages and communication, informing people about the initiative, and pickup and drop off points in the city. People could send SMSes to Radio Mirchi and be assisted by the VIP Happy Journey Express vehicles.

The company informs that the initiative managed to reach out to 6,500 people across the city.

Vyas adds that VIP's message through this project is simple as VIP as a brand has a heritage of interesting innovations that have made travel easy for the benefit of its customers.

For the record, established in 1971, VIP Industries, through its four factories, produces nearly five million pieces of luggage a year, making it the second largest producer of luggage in the world.

The state-of-the-art VIP Design Lab at Nashik is credited with several international patents and design registrations. VIP Industries has a global footprint, with its products being available across West Asia, the UK, USA, Germany, Spain, Italy, and select African and Southeast Asian countries, besides India.

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