The new campaign comprises four commercials, which will be aired across a slew of channels -- including regional television channels like Sun, Udaya, Raj and DD1 Calcutta. The lief-motiv of the campaign is the Elanza Effect, with the creatives highlighting the hypnotic effect of the sleek model in four different situations. The objective of the campaign is to highlight the merits of the global brand through humourous TV spots.

The company had launched VIP Elanza in 1995, and had taken the print route to create awareness for the premium product. Now after four years, the company has opted for the electronic media. This is because, according to Arun G Warey, managing director, VIP Industries Limited, the product was first slated for the export market when it was launched in 1995. ``At thattime, we did not expect a very high demand for the product in the domestic market,'' he says.

But by 1997, sales had started climbing and in December 1998, the company launched a print campaign titled the `Elanza Effect'. ``As the category is growing at a fast pace of 250 per cent over last year, we now want to reach out to a wider target audience through the electronic media,'' says Warey.

Moreover, given a competitive environment, VIP finds the electronic media a more effective medium to tout the merits of its product. ``It is also a cost-effective option to achieve our objectives. We expect further explosive growth in the category, so wider reach is very necessary now,'' says Warey.

In terms of the duration of the campaign, the advertising will be in two bursts, with the first phase ending in June 1999. The second phase will begin in October 1999. ``With the help of this effective advertising, we expect to see a 50 per cent growth in sales in the current fiscal year,'' says Warey. While revampingthe advertising strategy, the company has not repositioned the product. In the Rs 500-crore luggage market in the organised sector, the premium luggage brand is positioned as an internationally advanced product in terms of technology and design. ``The positioning of the product remains the same. Elanza is now targeted at a wider audience with increased versions, variants, extensive distribution and entry level pricing,'' says Warey. Currently, the company's distribution network includes, 10,000 retail outlets and 5,000 distributors across the country.