V.I.P Industries brand Aristocrat’s latest campaign ‘Unpack Your Dreams’ featuring top cricketers Rohit Sharma and R. Ashwin is out. With the duo as its ambassadors, the brand is looking to reposition itself as a stylish yet value-for-money luggage company.
The new ad film — shot in two parts — is created by the company’s in-house agency. In the first film, Rohit Sharma talks about his journey to success that was fraught with struggles and hardships. In the second, R. Ashwin emphasises the importance of practice, dedication and commitment that helped him achieve his childhood dream of becoming a cricketer.
Says Sudip Ghose, vice-president, Sales and Marketing at VIP Industries, “We are all a sum of our dreams. Whoever we are, whatever we have achieved, our lifestyle, and the brands we use are all somewhere linked to the dreams and aspirations we have nourished for years. And as each dream is fulfilled, many other doors open up and this cycle of dreams continues. This is the insight that we wish to bring to the fore through our brand philosophy, i.e ‘unpack your dreams’. As you chart your journey of dreams and you pack more along the way, Aristocrat stands by you as your constant companion, helping you unpack your dreams.”
“Brand ambassadors Sharma and Ashwin epitomise the brand values. They are dependable, have their own style, and have made it big on their own. But in spite of achieving all the success, they weren’t swayed by the glamour that the sport brings along with it,” adds Ghose.
Talking about his association with the campaign, Sharma says, “Cricket is a huge sport in India where millions of people try hard to make this sport their profession. Not everyone gets a chance and I feel extremely content that I am living my dream. Achieving this position hasn’t been easy for me, and this campaign gives you a glimpse of how I have unpacked my dreams.”
Ashwin, on the other hand, says, “I have dreamt of being a cricketer since I was a kid. Achieving success isn’t easy, it’s only possible if you are determined enough to go out there and chase it. I truly believe that hard work, commitment and talent can help you fulfil your dreams which is why I relate to Aristocrat’s philosophy of, unpacking your dreams.”
The ads will be primarily seen on the digital platform. But the ‘Unpack Your Dreams’ series will also be run on TV, print and out-of-home communication from time to time.
BW Reporters
The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.
