Top Story

e4m_logo.png

Home >> Advertising >> Article

Taproot Dentsu launches new integrated campaign for American Tourister

19-March-2016
Font Size   16
Share
Taproot Dentsu launches new integrated campaign for American Tourister

Taproot Dentsu’s new campaign for American Tourister blends the brand and the product offering through an interesting proposition - Why not live the tourist life every day, armed with your American Tourister backpack?"

Speaking about the campaign, Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu said, "Exploration is at the heart of all American Tourister communication. But while exploring comes easy when you pack your suitcase and leave town, a backpack is an everyday accessory. It's what you carry everywhere on a regular day, be it to work, to the movies or to college. So our campaign blends the brand DNA and the product offering through an interesting proposition - Why not live the tourist life every day, armed with your American Tourister backpack?"

The ad was shot in Queensland, Australia, in keeping with the international image and pedigree of American Tourister. But more importantly, the locations were carefully selected to fulfill one criterion - each location perfectly showcased both, everyday city life and tourist-like settings. From a beach with the cityscape in the background to a tourist bus in the heart of the city, we chose locations that brought alive the idea of 'Tourister Your Everyday.' Additionally, care was taken to keep the location as neutral as possible - the philosophy of living every day like a tourist can be adopted by anyone, in any city or country, irrespective of geography. So we zeroed in on spaces that could potentially belong to any busy city, anywhere in the world.

Commenting on the new campaign, Anushree Tainwala, Executive Director Marketing, Samsonite added, “Backpacks are one of the fastest growing categories in India. Today, young professionals, college youth and students all use backpacks. While driving your bike or surfing on your smart phone, backpacks allow for a hands free experience. American Tourister is one of the biggest players in this category. The category already contributes to 15-20% of our sales. With this campaign we want to remind our consumers that American Tourister is not just your travel companion but also your constant companion in your everyday journey.”

You can watch the video here:

Credits:

Production House: 30 Seconds of Fame

Director: Uzer Khan

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Videocon D2H and Hindustan Lever continue to dominate BARC's Top 10 Brands and Top 10 Advertisers for week 45

The series will be telecast on SONY TEN 1 channels with English commentary and on SONY TEN 3 channels with Hindi commentary

The new TVC, which is created by Dharma 2.0, is a step towards keeping cities and surroundings clean