Luggage giant VIP Industries Ltd. has associated with "Queen" fame director Vikas Bahl and writer-lyricist and ad guru Prasoon Joshi for a new campaign "Where do you want to go?".

"'Where do you want to go?' is an attempt to portray the change in the new confident India through the differently abled whilst subtly displaying the new collection of VIP," Joshi, chairman, McCann Worldgroup Asia Pacific and CEO McCann India, said in a statement.

"This creative thought is built around celebrating the new emotions around the journeys that Indians are undertaking, and the story of the blind girl as a protagonist is a creative metaphor which represents the emotions of a new and bolder India that is forging ahead," he added.

Bahl, a National Award winner who has directed the campaign, says helming a movie is "far easier than making an ad commercial".


"You barely have a few seconds to convey a message as compared to the hours one has for a movie. 'Where do you want to go?' is based on a concept that will make you think of those who can't normally travel but how it's possible if you put your mind to it. I hope justice has been done to the concept through my direction," he added.

The TVC, currently on air, showcases 'Verve Nxt', a lightweight, stylish collection available in golden yellow.