ASIA-PACIFIC – INDIA, SEPTEMBER 28, 2011: American Tourister, a leading name in the luggage industry, introduces its latest spot building on last year’s ‘Survive Mumbai’ and ‘Survive Istanbul’. ‘Survive the World’ completes the trilogy of the survival theme and reiterates its brand promise of highest level of performance in the toughest conditions.
Created in the rugged terrains of Jodhpur ‘Survive the World’ captures a roller coaster ride enroute a thrilling journey. Conceptualized by Ravi Deshpande from Contract Advertising, the new brand campaign depicts the regular travel woes in a typical congested city anywhere in the world.
The film showcases a tourist, who is caught in a traffic frenzy on the way to the airport. With his trusted 4-wheeler American Tourister luggage in tow, the tourist sets off on an enthralling escapade across the city to reach his destination in time.
Commenting on the new brand campaign, Sudip Ghose, Marketing Director, American Tourister says, “American Tourister is synonymous for its durability and extreme maneuverability. With this new brand campaign we aim to reinforce these brand attributes and establish a connect of travelling with ease even in the most toughest conditions.”
The ‘Survive the World’ campaign is being innovatively marketed with it also being released as a music video on television following a release in cinemas nationally by the 2nd week of October.
Speaking about the new ad, Ravi Deshpande, Chairman and Chief Creative Director, Contract Advertising says, “’Survive the World’ has been the strategy for American Tourister. This commercial was designed to capture this essence combined with a story to promote the swiftness and reliability of the four-wheel spinner.”
Established in 1933, American Tourister has been a premiere name in the luggage industry. A brand of Samsonite Corporation, it found its feet in India six years ago in the premium baggage segment as the durable family travel solutions company.
CREDITS
Advertising Agency: Contract Advertising
Creative team: Ravi Deshpande, Malobi Dasgupta
National Creative Director: Ravi Deshpande
Production House: Far Commercials
Director: Jeff Balameyer
Music: Ashutosh Phatak
