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American Tourister ‘survives’ the world again

The new campaign, by Contract, completes the brand’s trilogy on the “survival” theme and reiterates the brand promise of performance in the toughest conditions

BestMediaInfo Bureau | Mumbai | September 26, 2011

Luggage brand American Tourister has launched a new brand campaign, ‘Survive the World’, which takes forward its previous campaigns ‘Survive Mumbai’ and ‘Survive Istanbul’. This completes the brand’s trilogy on the “survival” theme and reiterates the brand promise of highest level of performance in the toughest conditions.

Set in the rugged terrain of Jodhpur, ‘Survive the World’ captures a roller coaster ride en route a thrilling journey, the campaign by Contract Advertising depicts regular travel woes in a typically congested city anywhere in the world.

The film showcases a tourist, who is caught in a traffic jam on 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 brand campaign, Sudip Ghose, Marketing Director, American Tourister, said, “American Tourister is synonymous with durability and extreme manoeuvrability. With this new brand campaign we aim to reinforce these brand attributes and establish a connect with travelling with ease in the toughest conditions.”

The ‘Survive the World’ campaign is being innovatively marketed. A music video has been released on television from September 24 and will be followed by a release in cinemas nationally by the second week of October.

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


National Creative Director: Ravi Deshpande

Creative team: Ravi Deshpande, Malobi Dasgupta

Music: Ashutosh Phatak

Production House: Far Commercials

Director: Jeff Balameyer

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