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VIP:

Mature, robust, dependable and composed; a true representation of the Indian male, that's what brand VIP stands for. The brand came from the simple belief that even the common man deserved to be treated like dignitary – a person to be reckoned with. VIP was created to satiate the discerning taste of Indian Consumer. For more than 40 years, VIP has been consistently delivering quality products that provide utmost comfort to the consumer coupled with style quotient. Offering a range of products that not only appeal to one’s aesthetic senses but also provide a regal level of comfort; we make sure that every VIP user feels like a real VIP. The brand name was coined keeping the common man in sight. The idea then, as now, was to make him feel privileged. Today, it additionally stands for quality, value-for-money and innovation. It has handled a difficult subject with tact and élan and developed an intimate relationship with the consumer. VIP has always been an energetic brand. It realised that the market is substantially comfort driven where the trade plays a significant role. As a result of this knowledge its promotions are always strategic and drive home the point of both comforts and durability. VIP's advertising campaign starring Dara Singh is still remembered for its payoff line – Majboot Aisa Dara Singh Jaisa. The effort brought the brand to the centre stage. But it was its line "Jab Andar Se Aaram to Har Mushkil Aasan" that made VIP a household name.