Mumbai: Skybags, the brand from the house of VIP Industries has come out with its latest campaign titled #MyDripMySkybags targeting Gen Z. The campaign shows some youngsters celebrating the reunion of friends after more than a year and a half of online classes.

The music video, choreographed by Shashank Dogra, is created keeping in mind the GenZ lingo like ‘What’s your drip Yo!’, and aims to connect with the brand’s target audience. ‘Drip’ which implies a cool sense of style refers to the way someone carries themselves.

Directed by Keith Gomes and produced by Prime Focus Limited, it shows four buddies celebrating together after a long time. The campaign aims to emphasise the way the youth is celebrating the transition from #NewNormal to #BackToNormal highlighting the excitement felt by youth, who have been locked up at home due to the pandemic concerns. The hook line of the song ‘whats your drip yo’ strikes an exuberant expression of joy and optimism; for the youth preparing to reunite in the new normal.

The video shows them sharing their excitement by slinging their college backpacks, jumping on the streets, dancing their hearts out. Through this campaign, the brand has tried to bring this imaginary story to life through music, choreography and catchy lyrics that goes with the flow of irreverent youth and their lingo.

"We believe in the philosophy of ‘Move in Style’. To turn this thought into action, we are launching a brand anthem, #MyDripMySkybags across all our channels. The idea is to get our Gen Z audience to own their style and flex it," said VIP Industries Limited vice-president marketing Praful Gupta. “We witness a massive potential in the backpack category that is emerging as the go-to piece of accessory for every youngster. With our new campaign we are looking at establishing a stronger presence in this space."