American Tourister's Women’s Day campaign doesn’t feature women

American Tourister India launched their Women’s Day campaign - ‘Give her Space’ to challenge the gender norms that surround women travelers to this day. Be it parents, inquisitive relatives or even friends, women are asked a number of questions when they announce their decision to travel—solo or otherwise. And while these questions may seem harmless to the ones asking, they inherently carry the bias in them. American Tourister’s campaign took the insight and flipped the script on it by asking the questions to men and capturing their raw reactions. The same questions when asked to men seem futile and irrelevant and also makes them feel weird and uncomfortable since they haven’t been asked those questions before. Some of the questions asked where - Does your partner let you travel solo? Or Do you always share your location wherever you go? The answers reflected the fact that men don’t actually have to think about their partners’ or parents’ consent while traveling and neither do they have to think about giving a constant update about their whereabouts to their family or friends.

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The campaign champions the idea of giving autonomy to women travelers. It's all about showcasing that women travelers can handle themselves just fine, minus the unnecessary societal rules trying to rain on their parade. “We wanted to strike a cord with our audience this Women’s Day by bringing forth the subtle biases that affect women to this day, even when it comes to traveling. Travel being a part of the brand DNA, American Tourister wants to initiate conversations that paves the way for a safe and equal space for women, enabling them to travel according to their own rules”, says Pradnya Popade, Marketing Communications Head at Samsonite South Asia Pvt. Ltd. Despite carrying a heavy message on its shoulders, the main campaign film was vibrant and light in its tone, maintaining the easy-going aura of American Tourister.

The questions raised encapsulated the essence of the campaign without getting too serious or preachy. Yashtika Vaswani, head of Digital Servicing at Makani creatives, the agency that worked on the campaign said, “Our aim was to put across a compelling message this women’s day steering away from the usual formal and preachy route. The idea came to fruition when we sought AI-generated questions commonly faced by both male and female travelers–cue the unexpected answers that left us wide-eyed! That’s when we decided to initiate a not-so-serious conversation about the imbalances in travel.” American Tourister India continues to innovate and create award-winning luggage with world-class quality and features while encouraging conversations around travel in its own youthful ways.

To know more about American Tourister or the ‘Give her Space’ campaign, visit https://www.americantourister.in/ or https://www.instagram.com/amtouristerin/