American Tourister shows how to ‘Survive the World’

American Tourister has rolled out a new brand campaign, titled ‘Survive the World’. Taking a step forward from its previous campaigns ‘Survive Mumbai’ and ‘Survive Istanbul’, American Tourister’s new campaign completes the trilogy of the survival theme and reiterates its brand promise of highest level of performance in the toughest conditions.

e4m by exchange4media Staff
Updated: Sep 26, 2011 11:51 AM
American Tourister shows how to ‘Survive the World’

American Tourister has rolled out a new brand campaign, titled ‘Survive the World’. Taking a step forward from its previous campaigns ‘Survive Mumbai’ and ‘Survive Istanbul’, American Tourister’s new campaign completes the trilogy of the survival theme and reiterates its brand promise of highest level of performance in the toughest conditions.

Created in the rugged terrains of Jodhpur, ‘Survive the World’ captures a roller coaster ride enroute a thrilling journey. Conceptualised by Ravi Deshpande of Contract Advertising, the new brand campaign depicts the regular travel woes in a typical congested city anywhere in the world.

The film showcases a tourist who is caught in a traffic frenzy on the way to the airport. With his trusted four-wheeler American Tourister luggage in tow, the tourist sets off on an enthralling escapade across the city to reach his destination in time.

Commenting on the new brand campaign, Sudip Ghose, Marketing Director, American Tourister, said, “American Tourister is synonymous for its durability and extreme maneuverability. With this new brand campaign we aim to reinforce these brand attributes and establish a connect of travelling with ease even in the most toughest conditions.”

The ‘Survive the World’ campaign is being innovatively marketed with it also being released as a music video on televison from September 24 following a release in cinemas nationally by the second week of October.

Speaking about the new ad, Ravi Deshpande, Chairman and Chief Creative Director, Contract Advertising, said, “Surive the World has been the strategy for American Tourister. This commercial was designed to capture this essence combined with a story to promote the swiftness and reliability of the four-wheel spinner.”

Campaign Credits:
Creative team: Ravi Deshpande, Malobi Dasgupta
National Creative Director: Ravi Deshpande
Production House: Far Commercials
Director: Jeff Balameyer
Music: Ashutosh Phatak

Established in 1933, American Tourister is a brand of Samsonite Corporation. The luggage brand found its feet in India six years ago in the premium baggage segment as the durable family travel solutions company. American Tourister currently has 80 company-owned showrooms and 150 franchises and has a strong presence in the metros and big towns. It claims to be currently the market leader in organised luggage segment with a market share of 29.4 per cent, which comprises approximately Rs 500 crore.

 

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