Harsha Bhogle steps out with Samsonite

Samsonite furthers its marketing strategy by tapping aggressively in online medium with a focus on cricket & travel.

BestMediaInfo Bureau | Delhi | July 6, 2011

Samsonite, the world's leading luggage maker, recently broke away from the clutter by launching its global campaign, “Step Out” first on Digital platform. Taking their message further, Samsonite associated with celebrity commentator, Harsha Bhogle for an unconventional attempt to capture the online space through Harsha's blog on based on cricket.

Cricket being close to religion in our country, associating with an expert on the topic could only lead to intense audience engagement. The response to Harsha's blog was phenomenol with the blog getting over 1.3 million views within 19 days. Keeping this in mind, the brand is all set to take their association on the digital space to an all new level.

Harsha Bhogle will take his views to the online medium through the Samsonite Facebook fan page & the You Tube channel 'STEP OUT with HARSHA' amongst other digital platforms. He will explore the world of travel & cricket across the globe thus giving the fans a first hand experience of his travel sojourns. Harsha will actively blog and tweet about the daily matches as well as his travel experiences on tour covering some of the best kept secrets of various locations that he travels too.

Commenting on the campaign, Subrata Datta, Managing Director, Samsonite South Asia said, “Samsonite is a contemporary lifestyle brand beyond just 'luggage' operating in the travel solutions space. When we first launched our blog with Harsha Bhogle, we were confident that our audience will appreciate the effort. The over-whelming response has prompted us to cement our association with Harsha and  take Step Out to the next level. This in turn ties in with our marketing plan for the brand wherein digital media features prominently and links back to our core business of travel. We are glad to have Harsha on board with us to take our brand initiative to a new level through the digital initiatives. We hope that this exercise will bring us closer to our audiences”

Further speaking on the association Harsha Bhogle said “I am so excited to be part of this activation with team Samsonite. Our first blog has received a fantastic response and I hope to continue to engage with my audience and share my experiences. Kudos to Samsonite for providing a platfrom that reaches out to a large audience across India & the globe.

Samsonite India, has a very robust marketing plan to enable the brand to connect with its audience through innovative platforms. The key objective of the brand is to take it to an aspirational level which will enable them to enhance their leadership in the premium travel business.

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