Van Heusen launches new Brand Film, showcases bag that can #CarryYourWorld

Van Heusen has launched a new campaign featuring Jacqueline Fernandez as the brand ambassador for their Women’s Bags segment. The campaign revolves around Van Heusen’s multifunctional organizer bag that allows women to carry all the things that they need and keeps them ready for anything during the day be it office, a lunch date or a night out. With its unique features it blends Fashion, Functionality and Mobility, all in one go. The campaign has been conceptualized by Famous Innovations.

The film opens with Jacqueline at the office with objects hovering around her that she needs during the day. She transitions through different locations during her day managing multiple roles, while the bag plays the catalyst throughout all her activities like a true ally. The film ends in an interesting manner supported by CGI that showcases how the bag perfectly fits in all that a woman needs through her day.

Raj Kamble, Founder & CCO, Famous Innovations, commented, “Our brief was to bring alive the functionality of Van Heusen's hero bag. We started with the insight that the ambitious woman of today is always on the go and long, dynamic days mean that she needs to be ready for anything. Why do women carry so much with them, we men often wonder? It’s because she never wants to be caught unprepared. Therefore, she carries her world with her. We've portrayed the same in the film in a visually interesting manner. A power figure, a fashion icon and a go-getter, Jacqueline Fernandez perfectly embodies Van Heusen Woman and the spirit behind this bag.”

Elaboring on the campaign, Abhay Bahugune, COO, Van Heusen said, “The women’s bags category has always played up fashion and the visual appeal of bags. While those aspects are undeniably important, we believed the on the go, modern woman that Van Heusen speaks to seeks more. In her bag, she seeks a partner who can hold it all together and be there when she needs. We did bag audits with nearly 100 women and identified the most common objects that they carry through their day, and then designed a bag around those. We believe this is a strong differentiator in a very competitive category, and has been brought alive in the film in a creatively refreshing way.”

The campaign went live this weekend and will be seen across Digital, Cinema and TV, which will be supported by Outdoor and Activation.


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