Shahid endorsing VIP?

Look who is being acknowledged as a VIP? It is none other than Shahid Kapoor. And no, it is not because his celebrity status is responsible for such special treatment. Neither is this because he is acting in a movie with VIP as its title. Instead, Shahid could well be conferred this title since he has been roped in as a brand ambassador of VIP luggage which is looking at reinventing itself in the face of competition from other new entrants in the market.

Confirms a source close to Shahid, "Yes, Shahid has indeed been signed as a brand ambassador for VIP and has even shot for a couple of commercials. He had stopped doing commercials for a few years but has been back with VIP since he liked the entire concept and their execution plan."

He adds, "VIP has been a premier name amongst all Indian households for decades now. However, reinvention was the key to the company's brand image. New entrants had come in and it seemed that only elderly related to the brand today. The youngsters were being lured by other companies which were coming with new designs for their luggage career range."

This is when Shahid came into picture since he reflects vibrancy, youth and style.

"That's right", he reaffirms, "Shahid's energy and charm is expected to rub into the luggage brand as well. He wanted to be a part of it as well due to the new and trendy range that VIP came with. The money offered was good too. Ultimately it was a win–win situation for all."

The promotional campaign would begin soon and one looks forward to see how it adds curiosity en route to Shahid's next release KAMINEY which releases in March/April 2009 timeframe.