Home >> Advertising >> Article

Contract Advertising bags Samsonite and American Tourister creative biz

07-July-2009
Font Size   16
Contract Advertising bags Samsonite and American Tourister creative biz

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.

Tags Advertising News

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Guest Column: Co-founder & Strategy Director at Reptile FX dissects the endless possibilities of how an explainer video can meet various communication objectives

‘Do What Moves You’ campaign aims to shine a spotlight on the brand’s belief in the power of self-expression

Mathrubhumi Media School will offer PG diploma courses in print & broadcast journalism