MUMBAI: Skybags - the youth centric stylish luggage and backpacks brand from V.I.P Industries’ - has appointed actor Varun Dhawan as its new brand ambassador.

Launched as an independent brand in 2011, Skybags makes trendy and contemporary bags for the youth.

V.I.P Industries managing director Radhika Piramal said, “Skybags is the brand for today's youth who are always on the go. The brand is full of energy and style hence Varun Dhawan's association is perfect for the brand as he brings out the above promise perfectly. We are happy to be associating with Varun and look forward to a fruitful relationship with him.”

V.I.P Industries vice president - marketing Sudip Ghose added, “With more young customers travelling at an early age, styling in the bags has become a necessity. And hence, newer categories like Polycarbonate luggage, backpacks and rucksacks are increasingly gaining popularity. From 'Travel gear' bags are moving to become 'Travel wear' today. Varun Dhawan, with his 'real' and 'reel' life image perfectly fits the brand. The idea is to make it brand appeal right from a 15 year old student for backpack to a 25 year old first time luggage buyer.”

Dhawan, who will be the new face of the brand across all their communication, said, “I am thrilled to be associated with Skybags as the new face for the brand. The bag you carry is like an accessory; the style and the brand both are important to stay in vogue today! I am confident that this new association, I'll help the brand go younger and more relevant for youth.”