Samsonite is back with an extension of the campaign – 'Tested Like Samsonite' Karun Chandhok and Milind Soman.
The campaign serves as a tribute to those individuals who have demonstrated immense strength and valour while facing life’s adversities. Drawing parallels between such individuals and its range of products, the campaign highlights the tests of strength and durability each product at Samsonite undergoes.
Anushree Tainwala, Executive Director – Marketing, said, “Samsonite products are more than just luggage; they are a testament to our commitment to quality and durability. 'Tested Like Samsonite' is a celebration of the same. This time, the brand is pushing boundaries by enlisting a stellar lineup of celebrities who will subject Samsonite's diverse range of products to a series of extraordinary tests.”
The brand has partnered with six influential personalities who symbolise the core essence of Samsonite: resilience and endurance. As each influencer/celebrity tests various products, Samsonite unveils the narrative of strength and tolerance.
The first video features Indian Formula 1 driver, Karun Chandhok. He subjects the Liteshock luggage trolley to a tumble test. The ad unfolds with a dynamic visual narrative, drawing parallels between the required on the racetrack and the durability of Samsonite’s Liteshock series. While at the end of the ad, the tire of his racing car succumbs to demanding test, going flat and dead, the Liteshock luggage emerges unscathed. This luggage range is subjected to 50 cycles of tumbles, with each cycle involving 5 impactful drops, systematically testing the toughness of every edge of the product. The test demonstrates the Liteshock series withstanding the rigorous tumble without a hint of falling apart.
The next video features Indian actor Milind Soman, where the EVOA series takes the spotlight as it undergoes a mileage test. Soman, embarks on a 32-kms journey, including running, walking, and cycling. This reflects the testing every Samsonite product’s wheel undergoes for 32 kms on a conveyor belt with diverse surfaces at 4 kmph demonstrating its construction.
The other commercials will feature tennis player Sania Mirza, Michelin-starred chef Garima Arora, actor Vidyut Jammwal and influencer and entrepreneur, Ghazal Alagh.
The TVCs will span across digital platforms, outdoor spaces, and social media networks.
Campaign Details:
Brand: Samsonite
Campaign Name: #TestedLikeSamsonite
Original campaign
Agency: Lowe Lintas
Production House: Flying pigs
Director: Bharat Sikka
For Social media influencer campaign
Agency: Social Beat
Production House: Magix Engage
Director: Chinmay Deshpande
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