Samsonite amplifies 'Tested like Samsonite' campaign with location-based targeting at Mumbai Airport

Samsonite chose Mumbai International Airport as a branding platform to showcase its recently launched integrated campaign ‘Tested like Samsonite’ at T2, Mumbai International Airport.

In association with Times OOH, the brand has launched a multimedia campaign across the departure and arrival terminal of Mumbai Airport targeting the audience travelling day in and out via the airport.  

Samsonite has taken the mainline campaign communication to the airport that highlights its range of products that undergo the toughest strength and durability tests before they are considered worthy for the end user.

Featuring Amitabh Bachchan, Yuvraj Singh and Mithali Raj, the campaign compares hardships of life to strength and durability tests that Samsonite products undergo.

Leveraging accurate location-based targeting, Samsonite zeroed upon the airport as an avenue to target premium decision-makers for the campaign.

Mumbai Airport, T2 is one of the busiest airports in the world that caters to both national and international audiences. The Mumbai airport has already crossed pre-covid passenger traffic in December 2022 with 1.5+ lakh traffic in a single day as per CSMIA.

An array of advertising installations including static as well as digital formats has been taken by the brand to target airport travellers.

In collaboration with Rapport Outdoor Advertising and Times OOH, the brand road-blocked strategic locations at the airport to ensure consistency in communication and generate a high impact and recall.

Primarily large format static sites and digital screens are taken to complement the communication and the campaign.

Additionally, a digital video wall has been installed to build the impact of the campaign that constantly showcases the different product campaigns designed by the brand. The video wall is placed at the Security holding area entry point as it is the common area for all passengers to proceed at the airport ensuring maximum visibility for the campaign.

“OOH is a strategic medium for advertising that offers assured results with the right optimization of the media. The airport is one such avenue that fits very well when it comes to premium media, elite audience, national and international audience, and scope of innovation. Samsonite has certainly efficiently optimized the airport media with the right strategy and plan in terms of executing innovation, tapping touchpoints, and creating a high impact for the campaign”, said Sumit Chadha, Business Head, Times OOH.

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