Conceptualized by Contract Advertising, the campaign including a TVC targets youth with the ‘Smart International Backpacks’
BestMediaInfo Bureau | Delhi | March 21, 2012
American Tourister, a leading name in the luggage industry, unveils an exciting new brand campaign, ‘Smart International Backpacks’ reinforcing its promise of being the best in the category. Taking a higherground with its new campaign, American Tourister notches a first by becoming the only brand to have ever come out with a commercial in the backpack category.
Set in the swarming marketplace of Varanasi, the ‘Smart International Backpacks’ campaign intelligently captures the brand promise of being tough in trying conditions yet maintaining the highest level of performance.
The new campaign strikingly captures an incident that can happen to anybody. Treated with a fair dosage of humor, the film showcases a vacationer caught in a frenzy as her backpack is snatched by a local goon, only to be helped by a passerby who becomes her hero. The young hero fights the thugs with the American Tourister backpack and saves the day!
Commenting on the new brand campaign, Sudip Ghose, Group Marketing Director– Samsonite South Asia Pvt. Ltd says, “There is a huge potential in the backpack category and with our new campaign we are looking at establishing a stronger presence in this space. The youth today looks at backpacks as an extension of their personality, and what better way to express themselves than to sport an American Tourister backpack.”
Speaking about the new ad, Ravi Deshpande, Chairman and Chief Creative Director, Contract India says, “The smart range of backpacks from American Tourister gave us a great opportunity to make the brand attractive to the youth. An action-packed, fun commercial that reflects their lifestyle was thus conceived. We reckon this will add value to American Tourister brand equity.”
Agency: Contract (India) Pvt. Limited
Creative team: Ravi Deshpande, Malobi Dasgupta, Salil Sojwal
Associate Creative Director – Films: Ketaki Guhagarkar
Business: Devang Buddhadev
Account Planning: Anand Damani, Ravi Raman Iyer
Production House: Far Commercials
Director: Jeff Balsmeyer
Production Supervisor: Jeet Surendranath