Mithali Raj leads chorus in American Tourister's Champions Anthem

American Tourister has engaged with fans nationwide and asked them to send in their cheers, messages, and wishes for Team India

e4m by exchange4media Staff
Published: May 29, 2019 4:46 PM  | 3 min read
Mithali Raj American Tourister

With over 1.3 billion citizens and the world’s second largest population, India has always been famed for its diversity, with each state and region in the country proud to uphold its unique culture, language, religion, and tradition. And yet once every four years comes an event that transcends these differences, uniting the entire nation in one singular purpose – cheering on our boys in blue as they compete for the cricket world cup, the sport’s ultimate prize.

American Tourister has always believed in the power of sport as a unifier, bringing together people from every walk of life in common cause. With this sentiment in mind, American Tourister has extended its ongoing #YourAccessToTheWorld campaign, spearheaded by cricket icon and captain of Team India Virat Kohli. In order to truly capture the depths of emotion around the upcoming tournament American Tourister has launched its exclusive Champions Edition luggage, whose unique design and features have been inspired by the gentleman's game. As a special bonus, two of the bags also feature Virat Kohli’s signature.

In order to further cheer on Team India, American Tourister has crafted an unparalleled campaign ahead of this momentous occasion. Across social media platforms, American Tourister has engaged with fans nationwide and asked them to send in their cheers, messages, and wishes for the boys in blue. The community’s input has subsequently been used to create a crowdsourced anthem. Led by cricketing maestro and captain of the Indian Women’s cricket team Mithali Raj, this musical composition truly captures the spirit of our united nation as we head onto the global stage.

Discussing the campaign, Anushree Tainwala, Executive Director Marketing, Samsonite South Asia, said, “With the excitement building as we head into this year’s cricket world cup, I’m thrilled to introduce American Tourister’s newest campaign. As the entire nation comes together to support our brave squad, this video serves as an outlet for our passion and excitement. With contributions from every gender, age group, and sections of society, and led by the wonderful Mithali Raj, we’ve perfectly embodied the strength that lies in our diversity!”

Commenting on the initiative, Mithali Raj said, “I’m delighted at the opportunity to participate in such a unique, innovative campaign – and for the perfect cause as well! As captain of the Indian women's Test and ODI cricket team, I lead a team of players that come from every part of the country. They represent the very best India has to offer, and I’m proud to call them my teammates. Ahead of the men’s World Cup, it’s only our united support as a nation that will give our boys the motivation to bring back the trophy for the third time!”

Speaking on the campaign, Bodh Deb, Vice President & Branch Head, Autumn Grey Mumbai said, “As an agency full of ardent cricket fans, everybody in the team was too eager to deliver on this campaign brief. So much so that we have been working on this campaign for the last 6 months and must have worked on at least 6 - 7 rounds of ideas before we really zeroed on this one. A simple thought of an anthem crowdsourced from the fans and who better to feature in the Anthem Video than the legendary Mithali Raj. A heartfelt message from the Women’s ODI Cricket Team Captain to the Men’s ODI Cricket Team Captain.”

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