Samsonite India has assigned the creative duties for its two luggage brands – Samsonite and American Tourister – to Contract Advertising. The win comes following a multi-agency pitch that also involved Percept, Leo Burnett, Everest Brand Solutions and JWT. TBWA India is the incumbent agency. Meanwhile, Lintas Media Group continues to handle the media biz.
Though the account size couldn’t be ascertained, it is said to be substantial.
Confirming the development, Sudip Ghose, Director - Marketing, Samsonite South Asia, said, “We have appointed Contract Advertising to handle the creative business for both our brands – Samsonite and American Tourister. Our marketing plans for the current year and the year ahead are concentrated on ATL activities.”
Ghose further said that the brand marketing and communication points had so far been concentrated in airports and traditionally marketed heavily in the outdoor medium. However, Samsonite now plans to also focus on electronic and print media as well.
“With our creative partner in place, we have strong plans for American Tourister and give it a new focus. Samsonite has always believed in marketing and advertising its brand as per international standards and we believe to take this philosophy forward with our new agency,” Ghose added.
As reported earlier by exchange4media.com, the reason for the pitch call was because the global tie-up that Samsonite had with TBWA for its creative business had ceased to exist.
India has a significant market for luggage, which is dominated by mostly unbranded local players. In the organised luggage market, Samsonite and VIP are among the lead players.
When Samsonite was launched in India, it took on VIP by making the brand affordable to the Indian consumer. However in 2005, the brand underwent a repositioning exercise, and went into the luxury brand category. This repositioning was done using a series of print campaigns in magazines. The product portfolio was also re-jigged by the inclusion of bold colours and shapes.