While Ogilvy & Mather was the incumbent agency, VIP did not invite an agency pitch and awarded the account directly to McCann Erickson.
Sudip Ghose, vice-president, marketing, VIP Industries, says, "We believe that McCann Erickson has the potential of leveraging our innately strong brand and providing the thrust to take it to the next level."
Prasoon Joshi, executive chairman and CEO, McCann Worldgroup, says, "We look forward to doing great work on the brands and a long-term relationship."
VIP was established in 1971 and today sells nearly five million bags every year. It has manufacturing plants in Nasik, Haridwar, Jalgaon and Sinnar. It offers several brands such as VIP, Skybags, Carlton Alfa, Aristocrat, Footloose and Caprese. The company exports its product to more than 60 nations across the globe and has offices in Hong Kong, London and Dubai.