Cricket star Virat Kohli has been named the brand ambassador of the 83-year-old luggage brand, American Tourister.
The brand has signed the sportsman to feature in a new integrated marketing communications campaign starting immediately. The new campaign will be publicised in India, UAE, Saudi Arabia, Kuwait, Qatar, Oman, Bahrain, Pakistan, Bangladesh and Sri Lanka kickstarting in the month of March, 2017.
“We are thrilled to have Virat Kohli on board as American Tourister’s first Indian brand ambassador. Our brand and products are loved by travellers around the world who are young at heart and who are ready to take on any journey, no matter what the purpose. Virat is a global, youth icon and is the poster boy for all those who thrive on this ability to be ready for anything that life throws at them, be it opportunities or challenges,” said Jai Krishnan, Chief Operating Officer, Samsonite South Asia.
The brand’s association with the world-class sportsman comes in as a testimony that the brand has found a perfect sync in a persona to lead the endorsements. The core of American Tourister's brand connect has been of the youth appeal and a young icon, such as Kohli represents the same sentiments, making this association extremely relevant.
The signing of this cricketer coincides with the new backpack collection launch of American Tourister for 2017.