MUMBAI: Aristocrat, from the house luggage manufacturer VIP Industries had plenty of reason to cheer at the recently concluded 2017 DMA Echo International Awards held in New York. The brand brought home a bronze in the use of Artificial Intelligence category for its campaign, ‘Unpack your dreams’. The campaign led by Indian cricketers R Ashwin and Rohit Sharma, aimed towards individuals who are ambitious and constantly pursuing their passion.

To educate the consumers about its new offering, the brand unveiled a digital film through its social media platforms that featured the ace cricketers. In the film, Sharma and Ashwin play the roles of selectors and put the brand’s new products through a series of tests. The cricketers test the Aston, Morris and the Dio collection for their build, durability and space.

The ace cricketers also double up as travel and luggage experts while advising their fans on issues that they face while packing for holidays, day to day travel, etc.

Link to the TVC that won :

Aristocrat vice president sales and marketing Sudip Ghose said, “An Echo is globally considered to be among the most coveted awards for effective response based communication and winning the bronze award feels truly wonderful.”