Executed by 22Feet Tribal Worldwide, the campaign kicked off with a dedicated microsite which hosted the entire contest. Contestants needed to upload their entries and generate maximum 'likes' from their friends through social media by the February 28, 2015. The competition witnessed a total of 838 entries as of February 26. All entries will be reviewed by actor John Abraham, the brand ambassador, and Vasant Dewaji, VP - Design and Development, VIP Industries. The winner will be awarded a stylish two-wheeler and the runner-up will bag a domestic holiday package for two.
Ghose informs that the traveling patterns of young consumers have changed; they are now the frequent unplanned and weekend travelers, demanding a change in their luggage preferences.
"There is an increased preference for stylish yet durable luggage. Our core target group belongs to SEC A, B, between 15-30 years of age. Skybags targets these young consumers who are updated with the current trends and demonstrate a liking for brands which reflect their personal preferences," he explains.
Through the Canvas Project, Skybags is attempting to reach out to a sub-sect of its core TG. Mainly targeting the design enthusiasts, who own stylish brands, but, at the same time, yearn to design their own belongings.
Launched in 2011, Skybags currently contributes 25 per cent to VIP's overall business.
The brand has earmarked a large share of spends for this year on television and digital advertising platforms. A typical media mix for the brand is a judicious mix of television and digital.
"Across digital platforms, including social media, Skybags experiments with innovative approaches and contests like these to engage its customers. A combination of TV and digital works best for the Skybags collection," states Ghose.
Skybags is aiming for at least 30 per cent growth across all categories of luggage and short haul. There is also a focus on designer-printed strolley bags and everyday collections like backpacks, which are more relevant to young customers.
Skybags offers a range of backpacks, laptop backpacks, duffle trolleys and duffles.