American Tourister has rolled out its new campaign, ‘Live Fashionable’, which seeks to capture the values of today’s young adults and their fashionable personalities. The campaign enhances the luggage brand’s current global positioning of young, international and colourful.
Conceptualised by Taproot India, the ‘Live Fashionable’ campaign showcases four different situations where young adults give a taste of their attitude towards travel and life – “Fashionably Late”, “Fashionably Independent”, “Fashionably Friendly”, “Fashionably Lost”. These quirky incidents range from them being fashionably late to lost and from being independent to friendly. All these films integrate American Tourister bags, bringing out both the emotional and functional appeal of the brand.
Commenting on the new campaign, Suresh Menon, CEO, Samsonite South Asia said, “Brand American Tourister has always been a unique blend of toughness and international class. It is our constant endeavour to bring out the best product range at a competitive price, without compromising on quality. The latest television commercial portrays how American Tourister bags and backpacks flawlessly reflect your stylish personality and ensures a ‘heads turning’ effect. I am certain that this campaign will take American Tourister’s image and equity to a new level.”
Elaborating on the thought behind the campaign, Pallavi Chakravarti, Creative Director at Taproot India said, “Being fashionable isn’t just about sporting the latest trends. It’s about being fun, young-at-heart and slightly quirky. It reflects on everything you do, even if it is the most mundane, everyday task. And a stylishly designed American Tourister bag or backpack is the ideal companion for people who ‘live fashionable’.”
Client: Samsonite South Asia
Agency: Taproot India
Production House: Early Man Film