American Tourister sets the globe at your feet in #GoSwagPackin’ campaign
Backpacks have emerged to be the go-to piece of accessory that every youngster swears by. Colourful and trendy, functional and innovative backpacks are the products of choice. American Tourister has consistently won the hearts of millions of backpack users and continues to be the largest travel gear brand in India. The brand credited with making backpacks synonymous with swag, has upped the style quotient this year with its cool new range of backpacks and uber cool new communication.
American Tourister has stepped into another successful year to celebrate its association with the international sports icon Virat Kohli. After the success of the #SwagPack campaign, the brand has pushed the bar higher, with the new ‘#GoSwagPackin’ campaign. With this campaign, American Tourister launches its new range of fashionable, cutting edge, swag worth backpacks made for today’s young and adventurous world traveller.
Speaking on the launch of the new campaign, Anushree Tainwala, Executive Director Marketing, Samsonite South Asia, said, “I’m thrilled to announce that we’ve taken #swagpack to the next level with this latest campaign. Our newest range of #SwagPacks is all about exploring the world and living life to its fullest, and the global icon that is Virat Kohli complements the brand and the communication perfectly. His confident and stylish personality is a perfect fit for American Tourister and reflects the best attributes of today’s India – go-getter spirit, assertive individuality, and most importantly, swagger!”
‘#GoSwagPackin is part of a broader cross-platform campaign, the highlight of which is a TVC and digital videos that use a new camera technique. These are built around the emerging 3D technique known as ‘tiny planet’, which turns a panorama image into a stunning miniature world. In addition to Virat, as an extension to this campaign, we have other celebrities, influencers and icons who best represent the globetrotting Indian of today on social media. The digital campaign will also include several interesting, fun activities connecting with the tweens, teens and youth of the country.
The TVC opens with Virat walking across a bridge with his American Tourister backpack when the world suddenly morphs around him. Now front-and-centre in his own ‘tiny world’, Virat travels across different parts of a global city having fun with his swagpack and showing off his swagger. As he reaches his final destination, the entire range of backpacks comes together to form a halo circling the world. Mixed with groovy pop beats, the soundtrack paints the campaign in words while Virat makes the world go round, literally, with a stunning visual treat. It compels the viewer to pick up an American Tourister backpack and Go SwagPackin’.
Commenting on the new campaign Abhinav Tripathi, Executive Creative Director, McCann India shared, “Following in the footsteps of our last campaign, we wanted to up the Swag this year, while also focusing on the international look and appeal of the American Tourister backpack. So we got Virat to travel our little planet with the bags, quite literally. The film’s warped but unique visual language took a decent amount of trial and error, but I think everyone involved should be really proud of the final result.”
Agency & Production Credentials:
Creative Team: Abhinav Tripathi; Shazaad Arjani; Ganesh Palkar
Film Production: Vrushali Sawant
Account Management: Suraja Kishore; Bhuvnesh Joshi; Sapna Bangera
Production House: Kiss Films
Director name: Dave Klaiber
Producer: Dalbir Singh Paramvir Singh
Executive Producer: Vaishakhi Traynor