Says a spokesperson from VIP: ``Over the years, VIP was perceived as a trustworthy and traditional brand targeted at a mature, elderly audience. It has always been an aspirational brand. But now, in a bid to reach out to a younger audience, we have repositioned it as a youthful brand that inspires joy, pride and confidence.''

To showcase its new image, the company has launched a nationwide television campaign, comprising two TVCs on October 23, 1999. The company is also set to unleash an aggressive print campaign by the end of November 1999. ``It will be a very different print campaign comprising a series of press ads. HTA has done a good job in conveying our brand promise,'' says the spokesperson.

Deviating from its traditional route, VIP has also recently begun organising a host of dealer shows and fashion shows at major metros. ``Earlier, our sales personnel met dealers directly to introduce new products. Now, to complement our new modern image, we recently hosted dealer roadshows in Calcutta and Delhi,'' informs the company spokesperson. Currently, the company's distribution network includes 12,000 retail outlets and 5,000 dealers across the country.

As for its advertising strategy, HTA has taken a humourous route to highlight the portability wheeling capabilities of VIP luggage in the new ads. Says Dilip Piramal, chairman, VIP Industries: ``The objective behind the new films is driven by research findings which show that the key parameters of luggage purchases are sturdiness, durability and security. In our communications, we also wanted to highlight the stylish looks and the portability of our products.''

Prior to the implementation of its new marketing strategy, the company had carried out a nationwide Luggage Usage Study. ``In other sectors, many companies conduct market research consistently. But the luggage sector is a special as well as a small category. We therefore conducted the survey over several months across the nation in a bid to know the consumers' perceptions and preferences,'' elaborates the spokesperson.