American Tourister launches its latest 'Live Fashionable' TVC

International brand American Tourister, since long has occupied the space of “Tough International Luggage”. Enhancing its current global positioning of “Young, International & Colourful” with its latest TVC “Live Fashionable”, American Tourister captures the values of today’s young adults & their fashionable personalities.

When someone is truly fashionable it reflects on everything they do and American Tourister bags and backpacks are the ideal companions for such people.  With its meticulously and stylishly designed products in colours like hot pink, lime green, pumpkin, graphite and yellow, American Tourister can live up to the claim.

Speaking about the new campaign, Suresh Menon, CEO, Samsonite South Asia says, “Brand American Tourister has always been a unique blend of toughness and international class. It is our constant endeavour to bring out the best product range at a competitive price, without compromising on quality. The latest television commercial portrays how American Tourister bags and backpacks flawlessly reflect your stylish personality and ensures a ‘heads turning’ effect. I am certain that this campaign will take American Tourister’s image and equity to a new level.”

The ‘Live Fashionable’ campaign interestingly showcases four different situations where young adults give a taste of their attitude towards travel & life. These quirky incidents range from them being fashionably late to lost and from being independent to friendly. All these films smartly integrate American Tourister bags bringing out both the emotional and functional appeal of the brand.
Speaking on the thought behind the campaign, Pallavi Chakravarti, Creative Director at Taproot India said, "Being fashionable isn't just about sporting the latest trends. It's about being fun, young-at-heart and slightly quirky. It reflects on everything you do, even if it is the most mundane, everyday task. And a stylishly designed American Tourister bag or backpack is the ideal companion for people who “live fashionable.”

TVC Credits:

Client: Samsonite South Asia Pvt. Ltd.
Agency: Taproot India Pvt. Ltd.
Production House: Early Man Film

Log onto www.americantourister.com for more details
Creatives of the TVC
• “Fashionably Late” promotes the personality trait of being late with a stylish attitude. The TVC begins with people rushing to grab a seat on a ferry. The ferry then starts disembarking from the jetty and at that moment someone throws an American Tourister bag on to the ferry’s deck. Then we see a young woman business executive jumping across onto the ferry and picking the bag leaving the passengers amazed.

• “Fashionably Independent” showcases your self-dependence and confidence. The TVC shows how a group of friends who are on a vacation arrive at a hotel in their high end SUV. Just as the concierge tries to take over the luggage from them, the group of friends handover their small hand bags to him and proudly maneuver the American Tourister luggage themselves into the hotel.

• “Fashionably Friendly” begins with the setup of a sunny day with a girl and a guy awaiting the bus next a board marking the bus stop. The guy has American Tourister luggage that he uses to seat himself alongside the road while the girl is seen envying him. He later subtly offers his luggage to seat the girl and befriends her.

• “Fashionably Lost” shows how one can be spontaneous if accompanied with an American Tourister luggage. Here we see a young couple who seem to be lost at a crossroad despite having a map. Instead of panicking, they decide to rotate their American Tourister luggage and follow that path ahead. The TVC depicts an emerging generation that is both fashionable and carefree at the same time.