Mumbai: VIP Bags has rolled out a new campaign titled 'pyaar wahi par soch nayi’ featuring Bollywood actor and brand ambassador Vaani Kapoor. The brand campaign highlights the all-new wedding collection of fashionable, cutting edge, swag worthy range of travel bags by VIP Bags, targeting today’s young travelers.

"The campaign aims to highlight the typical Indian society stereotype with a progressive forward-thinking messaging. It tells the viewers that it's time to hail the new traditions and break away from the old, push back regressive customs and let the brides be their own person," said the brand in a statement.

The ad spot of the campaign showcases emotions of a new bride while she is all set to embark on a new journey and tell women not to succumb to undue pressures after getting married. It features Kapoor as a new bride who epitomises the outlook of a young Indian woman towards marriage and highlights the unjustifiable pressures that new brides have to submit to.

While promoting the fresh wedding collection for the 2022 season, VIP Bags also highlights social issues which are long prevalent in Indian society.

“With the wedding season upon us, while touching upon the ceremonial aspects of the occasion, we at VIP Bags wanted to stand for something real and more meaningful with this campaign,” said VIP Industries Ltd vice-president of marketing Praful Gupta. "We roped in Vaani Kapoor for this campaign keeping in mind her ambitious & free-thinking youth appeal. We are confident this campaign will touch the hearts of millions.”