SINGAPORE – Global luggage brand American Tourister has launched its dynamic Alcove Collection with a new campaign that’s resonating deeply with cricket enthusiasts throughout India. Conceptualised and executed by independent creative agency Blak Labs, the campaign draws on the deep emotional connection that millions of Indians share with the sport – transforming cricket from mere metaphor into a compelling narrative.
Set against the high octane backdrop of a cricket match, the hero spot follows a player as he prepares for game day, packing his essentials including his cricket bat into the new Alcove luggage. Showcasing the brand’s innovative PlentiVol 20:80 book style opening system, the ad emphasizes both functionality and flair.
In a cleverly choreographed moment, the player’s bat strikes the ball perfectly, which ricochets and slams into the suitcase – only for the Alcove to stand strong thanks to its Shock Lock Wheels and reinforced corner guards. The metaphor is clear: whether on the pitch or en route to your next destination, Alcove is designed to take on the unexpected.
“When you travel, life sometimes throws you a curveball. Alcove is designed with all you need to stay in the game and achieve peak performance,” said Douglas Goh, Head of Creative, Asia at Samsonite APAC & Middle East.
“Life is more than a journey, it’s a game. Wherever your adventures take you, Alcove is packed with amazing features that help you score,” added Koh Hwee Peng, Creative Partner at Blak Labs.
