Conceptualised by Taproot India, the campaign has used the quirky side of young adults to bring out the functional and emotional appeal of American Tourister bags
Sarmistha Neogy | Mumbai | May 6, 2014
The latest television campaign to capture the values of today’s young adults and their fashionable personalities has been rolled out by the international luggage brand, American Tourister. The ‘Live Fashionable’ TVCs use the quirky side of every youngster to enhance the brand’s current global positioning of ‘Young, International & Colourful’. They showcase four different situations to bring out the emotional and functional appeal of these bags.
The campaign, conceptualised by Taproot India, depicts an entire generation which is carefree and fashionable at the same time. The four films in this campaign range from being fashionably ‘late’ to ‘independent’ and from being ‘lost’ to ‘friendly’.
Suresh Menon, CEO, Samsonite South Asia, said, “Brand American Tourister has always been a unique blend of toughness and international class. It is our constant endeavour to bring out the best product range at a competitive price, without compromising on quality. This television campaign portrays how American Tourister bags and backpacks flawlessly reflect your stylish personality and ensure a ‘heads turning’ effect. I am certain that this campaign will take American Tourister’s image and equity to a new level.”
The ’Fashionably Late’ TVC highlights the trait of being late, but with style. It shows how a young woman throws an American Tourister bag first and then jumps across onto a ferry just as it is about to leave, leaving all the other passengers amazed. ‘Fashionably Independent’ emphasises the perfect blend of self-dependence and confidence. It shows how a young group of friends on a vacation decide to carry their American Tourister baggage on their own instead of handing it to the hotel concierge. ‘Fashionably Friendly’ shows how a girl and guy bond at a bus stop over an American Tourister luggage. ‘Fashionably Lost’ shows a young couple that has lost their way in spite of having a map. They decide to get the correct directions by rotating their American Tourister bag. This TVC showcases how one can be spontaneous if accompanied by an American Tourister bag.
Speaking on the thought behind the campaign, Pallavi Chakravarti, Creative Director at Taproot India, said, “Being fashionable isn't just about sporting the latest trends. It's about being fun, young at heart and slightly quirky. It reflects on everything you do, even if it is the most mundane, everyday task. And a stylishly designed American Tourister bag or backpack is the ideal companion for people who ‘live fashionable.”
Creative Agency: Taproot India
Chief Creative Officers: Agnello Dias, Santosh Padhi
CEO: Umesh Shrikhande
Creative Director: Pallavi Chakravarti
Creative Team: Pallavi Chakravarti, Durvesh Gaikar, Nivedita Agashe, Neeraj Kanitkar
Strategy & Account Management: Sameer Aasht, Dipika Saggi, Shifra Baviskar
Production House: Early Man Film
Director: Soaeb Mohammed
Executive Producer: Anand Menon
Producer: Milin Shah