Get #YourAccessToTheWorld with American Tourister, make friends and memories on road
Conceptualised by McCann, the campaign featuring Virat Kohli celebrates the ups and downs of life on the road, and encourages us all to live life to the fullest
Luggage brand American Tourister has launched a campaign titled #YourAccessToTheWorld for its new range of luggage bags with the insight that the memories you make and the friends you meet while on the road are worth their weight in gold. Spearheaded by cricketer Virat Kohli, the campaign celebrates the ups and downs of life on the road, and encourages us all to live life to its absolute fullest.
Anushree Tainwala, Executive Director Marketing, Samsonite South Asia, said, “I am delighted to announce the launch of an iconic new campaign for American Tourister. When travelling the world, your luggage acts as a gateway to thrilling new experiences – #YourAccessToTheWorld! And our new campaign perfectly captures the excitement of setting off on an adventure with nothing but your luggage. This newest range of wheeled luggage bags has been meticulously designed to be stylish, innovative and instantly recognisable – the ideal companion for today’s globetrotting traveller. And there’s no one who embodies modern India’s thirst for travel and adventure better than Virat Kohli!”
The TVC has been conceptualised by McCann. Abhinav Tripathi, Executive Creative Director, McCann, said, “It's a pleasure to have a celebrity on a brand, and yet have the brand be a bigger celebrity. That's our approach for American Tourister this year. We make Virat travel to obscure parts of the world, where he may not be known but his American Tourister luggage definitely is.”
Dave Kleiber, director of the TVC, added, “Virat is quite a sport who was willing to take a subtle dig at himself in these films. It was a fantastic experience to be able to work with American Tourister and Virat Kohli to create these truly memorable films.”
The TVC opens with Kohli walking down a scenic highway with his American Tourister luggage bag, when the sudden roar of engines makes him turn around. As a pack of burly Croatian bikers fly down the road towards him, Kohli pulls them over to ask for a ride. After failing to communicate with the hulking leader of the gang, Kohli turns away resignedly. Suddenly, the leader spots his American Tourister luggage bag and his face lights up with a smile as he signals for Kohli to hop on. Riding pillion as the gang zooms down the highway, Kohli holds onto his bag as it glides on its wheels behind them. The TVC ends with a shot of the entire range of trolley bags and the tagline – Your access to the world.
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