Mumbai: VIP, the flagship consumer brand of VIP Industries and Asia’s largest luggage manufacturer, has launched its new ‘Travel VIP’ campaign alongside the introduction of three luggage collections—VIP Classic, VIP Flex, and VIP Pod—designed to meet the evolving needs of India’s modern travellers.
Conceptualised by McCann India, the campaign marks a significant brand refresh for VIP, combining contemporary design, functionality, and real-world travel solutions. Through a series of cinematic product films, the campaign showcases each collection while positioning the new range as purpose-driven, design-led, and aligned with the expectations of today’s consumers.
The films feature bold visual storytelling, vibrant colour palettes, aspirational travel settings, and a focus on how innovative luggage solutions can enhance the overall travel experience.
Commenting on the launch, Atul Jain, Managing Director, VIP Industries Ltd., said, “VIP 2.0 is here. Travel today is more dynamic than ever, and the expectations that come with it are equally evolved. With VIP Classic, VIP Flex, and VIP Pod, we have set out to bring together contemporary design, purposeful functionality, and the kind of everyday ease that today’s Indian traveller rightly demands. Travel VIP is not just a campaign, it reflects the direction in which we see this category moving, and the role we intend VIP to play in shaping it.”
The newly launched collections have been developed to address distinct travel needs.
VIP Classic is designed for travellers seeking timeless aesthetics, featuring clean lines, premium finishes, and a colour palette of ivory, chocolate brown, and grey. It also includes an expandable compartment that provides additional packing capacity when required.
VIP Flex focuses on convenience and flexibility. The collection is built around the Flexi Flap™ front-access panel, enabling quick access to gadgets, clothing, and travel essentials without opening the entire suitcase. Its 90:10 deep book-opening design maximises storage while allowing easy use in compact spaces.
VIP Pod is aimed at everyday travellers and incorporates practical features such as a built-in cup holder, integrated mobile holder, and a suspension wheel system engineered to deliver smooth mobility across varying surfaces.
Speaking about the creative thought behind the campaign, Mayuresh Dubhashi, Head of Creative, McCann India, added, “Travel VIP marks a significant evolution for the brand. We wanted to move beyond showcasing features in isolation and instead tell a story about what those features enable. In a tightly crafted format, each film demonstrates how a bag can elevate an ordinary travel moment into a VIP experience. The premiumisation of the brand is reflected across every creative decision, from cast, to music and the worlds we built. We’ve shifted the conversation away from where people travel and towards the how of travel. Because ultimately, the difference isn’t just being well-travelled, it’s travelling well. That’s what Travel VIP stands for.”
The integrated campaign will be rolled out across regional television, Connected TV, out-of-home media, and influencer-led content initiatives in key markets. The company said the campaign aims to drive engagement through authentic, product-focused storytelling and reach consumers at relevant travel touchpoints.
