MUMBAI: Safari Bags has launched its first PAN-India brand communication campaign, created by Ogilvy Mumbai. Through the campaign, the brand is trying to break the traditional mould of travel portrayed by most Indian brands till now.

The TVC aims to kindle in its viewers the urge to travel differently through the Safari backpack itself. A bag, that, just like you, is ‘born to travel’ and is not meant to sit in the window display of a shop or the confines of our homes.

Ogilvy Mumbai executive creative director Amitabh Agnihotri said, "Safari has been about journeys and experiences and it was a conscious choice to say it through the bags as compared to the usual celebrity assisted brand portrayal.”

Safari Industries India Ltd chairman and managing director Sudhir Jatia said, "We have always strived to deliver quality products that become one's companion in their everyday journeys. The effort has always been towards a real and relatable portrayal of what we believe in. We stand by our beliefs and promises and that’s why consumers have always loved Safari. And we believe the campaign will resonate with them leading to many more travel stories with their Safari bags.”

Safari Industries DGM marketing Smita Singla said, "We are extremely excited by this new campaign on Safari backpacks, one that taps directly into the minds of consumers leaving behind a warm love for the brand and travel. The idea of showing the bag's journey as a metaphor of one’s experiences during travel perfectly reflects the ethos of the brand and most of our consumers."