Following the review of its media AOR, Samsonite South Asia has decided to continue its journey with Karishma Initiative as its media partner to handle their entire portfolio of brands. The group is likely to invest about Rs 50 crore in mass media and below the line promotions to support their exhaustive expansion plans.
Confirming the decision that Samsonite would continue to count on Karishma Initiative as its media partner, Sudip Ghose, Director-Marketing, Samsonite South Asia, commented, “After evaluating all presentations, we felt that it would be in our best interest to continue with Karishma Initiative. I would like to take this opportunity to thank all other agencies that participated in the review process.”
NP Sathyamurthy, CEO, Karishma Initiative, said, “We have been associated with Samsonite for several years and we have grown together. It is going to be very rewarding for us to collaborate with the Samsonite team and celebrate the growing success of their brands.”
Elated on retaining the business, Himanka Das, Vice President, Karishma Initiative, said, “We thank Samsonite’s marketing team for having confidence on the Karishma Initiative team and deciding to continue our partnership. In the year of Samsonite’s centenary celebrations and aiming for aggressive business growth, one cannot ask for more challenges and exciting times ahead.”
Besides Karishma Initiative, the other agencies that were included in the media review were Mindshare India, Starcom Worldwide, OMD India and Madison Media. Contract Advertising continues to be the creative agency. It may be recalled that in 2009, Contract was appointed as the creative AOR. Prior to that TBWA\India was handling the creative business.