American Tourister gets nation to sing for boys in blue, Mithali Raj leads the chorus
As India unites to support our cricket team in the World Cup, the crowd-sourced anthem crafted by Autumn Grey serves as an outlet for our excitement. With contributions from every section of society, and led by Mithali Raj, it embodies the strength of our diversity
Sport is a unifier in bringing together people from all walks of life for a common cause. With this sentiment in mind, American Tourister has extended its ongoing #YourAccessToTheWorld campaign, spearheaded by captain of team India Virat Kohli.
In order to truly capture the depths of emotion around the ongoing tournament, American Tourister has launched its exclusive Champions Edition luggage, whose unique design and features have been inspired by the gentleman's game. As a special bonus, two of the bags also feature Virat Kohli’s signature.
In order to further cheer on Team India, American Tourister has crafted an unparalleled campaign for this momentous occasion. Across social media platforms, American Tourister has engaged with fans nationwide and asked them to send in their cheers, messages, well wishes for the boys in blue. The community’s input has subsequently been used to create a crowd-sourced anthem. Led by captain of the Indian women’s cricket team Mithali Raj, this musical composition captures the spirit of our united nation as we head onto the global stage.
Anushree Tainwala, Executive Director Marketing, Samsonite South Asia, said, “With the excitement of the ongoing cricket world cup, I’m thrilled to introduce American Tourister’s newest campaign. As the entire nation comes together to support our brave squad, this video serves as an outlet for our passion and excitement. With contributions from every gender, age group, and section of society, and led by the wonderful Mithali Raj, we’ve perfectly embodied the strength that lies in our diversity!”
Commenting on the initiative, Mithali Raj said, “I’m delighted at the opportunity to participate in such a unique, innovative campaign – and for the perfect cause as well! As captain of the Indian women's Test and ODI cricket team, I lead a team of players that come from every part of the country. They represent the very best India has to offer, and I’m proud to call them my teammates. For the men’s World Cup, it’s only our united support as a nation that will give our boys the motivation to bring back the trophy for a third time!”
The campaign has been conceptualised by Autumn Grey.
Speaking on the campaign, Bodh Deb, Vice-President and Branch Head, Autumn Grey Mumbai, said, “As an agency full of ardent cricket fans, everybody in the team was too eager to deliver on this campaign brief. So much so that we have been working on this campaign for the last six months and must have worked on at least 6-7 rounds of ideas before we really zeroed on this one. A simple thought of an anthem crowd sourced from the fans and who better to feature in the anthem video than the legendary Mithali Raj. A heart-felt message from the Women’s ODI Cricket Team Captain to the Men’s ODI Cricket Team Captain.”
The TVC:
Credits:
Client: American Tourister
Agency and Production Credentials:
Agency: Autumn Grey
Founder and CEO: Anusha Shetty
Vice-President and Branch Head: Bodh Deb
Campaign Idea: Noopur Vasuraj, Hazel Dalby
Anthem Song Lyrics by: Yathartha Sharma, Amit Kumaran
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