US luggage brand Samsonite has launched a new campaign – ‘Tested like Samsonite’ – which has the stated aim to create a common ground with individuals who have encountered adversities in their lives. The brand has onboarded cricketers Yuvraj Singh and Mithali Raj and veteran actor Amitabh Bachchan as ambassadors.
Centre of Gravity, a strategic consulting partner, conducted extensive research for Samsonite to identify its core consumers and developed an insight into what these consumers truly care about. Following this exercise, the campaign was conceptualized which includes a series of 3 TVCs featuring Yuvraj Singh, Mithali Raj and Amitabh Bachchan, who have powered through several adversities at different points in their respective journeys.
In addition, influencers such as Manushi Chillar, Drums Sivamani, Nikhil Chinapa, Gaurav Kapur, Mary Kom, Rukmini Vijayakumar Dancer, Bruisedpassports (Savi & Vid) also amplified the campaign in their own unique ways. The TVCs will be amplified through an integrated campaign spanning digital, outdoor, and social media.
Commenting on the campaign, Anushree Tainwala, executive director – Marketing, Samsonite, shared, “The brand’s and the people’s truth had to be captured and who better than Mr Amitabh Bachchan, Yuvraj Singh & Mithali Raj to help us bring this idea to life beautifully through the tests that they’ve been through that are well known to everyone.”
Prateek Bhardwaj, CCO, Lowe Lintas, added, “The campaign cements Samsonite’s position as the ultimate benchmark when it comes to quality testing by drawing parallels with the challenges that each one of us, no matter how privileged, goes through in our journey.”
