Skybags and Samsonite have upped the ante to woo the customers to their travel bags, hoping to cash in on the summer vacations which are accompanied by holiday travels and hence, possible baggage purchases. Watch what they have come up with below:
Well, what do you think? In my view, the Skybags campaign is much better than the Samsonite one. Let’s see why:
1. Connect to the Consumer: Skybags achieves a better connect with the Indian customer, if for no other reason than that they are using John Abraham as their brand ambassador. The Samsonite ad is a bit too ‘international’ for my taste.
2. Crispness: The Skybags campaign is a shorter TVC, which comes to the point rather quickly. The Samsonite campaign, is a bit long-winding and takes forever to the deliver the final message, which, in itself is left a bit vague.
3. Positioning: Again, Skybags scores here. They have come up with a clear positioning, that of projecting your baggage as a fashion accessory, making a statement of its own. It uses the now-common exaggeration to talk about the transformation of a grizzly bear to John Abraham. Samsonite comes up with ‘Step Out with Samsonite‘. This positioning talks about encouraging travel, which is sort of awkward, because baggages are dependent on travel and not the other way around. Skybag’s positioning is also more youth-centred compared to Samsonite, and in our county, that can never be wrong.
An interesting thing common to both the campaigns is that both talk about the need of the product as an indispensable part of the consumer’s life. They don’t discuss functionality or craftsmanship at all. I am not sure whether this market has evolved enough to move away from functionality. I would have loved a campaign comparing the branded luggage with ‘others’ which show zipper problems, wear and tear, wheel issues etc. A campaign which perhaps could have focussed on high quality handling, need-based compartments in luggage, utility sections etc. This would have been a good move to take on the unorganized players in the market, which are a very real threat to branded players. (In this Rs 3500 crore market, 65 % is capped by organized players, while VIP lords over 60-65% of the organized portion)
Still, lets see how these campaigns pan out in the future for both the players.