AdStrat: Making ‘back the new front’

12 Mar,2014

Brand Name: Skybags


Campaign Name: Back is the new front


Ad brief: Launch of new range of backpacks for 16 to 25 yrs TG with a shift in imagery from being a luggage brand to a style companion. John Abraham continues to be the brand ambassador.


The Insight

Everybody likes to show their stylish side first.


Description of the TVC

The entire film is about people wearing backpacks walking or doing things backwards. John is amused as to why they are walking backwards when in the end he realizes that the backpacks look so stylish that people show their backs first and hence ‘back is the new front’.


Client speak: Sudip Ghose, VP – Marketing, VIP Industries

“There is a definite gap in the market for stylish backpacks. Most professional bags are either black or boring. Skybags, being a stylish bags brand now introduces new ‘styling’ backpacks for the city youth. The new collection is high on style, with interesting play of style and colours, designed to meet daily travel need of college goers and young professionals. We have also introduced first time in India, polycarbonate hybrid backpack, taking style to next level.”


Creative speak: Rahul Nangia, Chief Creative Officer, West & South, L&K Saatchi & Saatchi

“The intent is to make backpacks a style accessory. Which is why, we placed Skybags in a world where everyone puts their backs in front. And John is the odd man out, who is not in on the secret yet. It was an exciting film shoot and the director Anupam Mishra has brought a fresh look to it”.



  • Creative Agency: L&K Saatchi & Saatchi
  • Creative Team: Rahul Nangia, Amit Acharekar, Pradeep Yeragi
  • Account Management: Debarjyo Nandi, Shazin Motorwala
  • Film Director: Anupam Mishra
  • Production House: Crazyfew Films
  • Producers: Urfi Kazmi, Viraj Gawas
  • Other media: Digital, Print, POS

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