Samsonite steps out; launches a Global brand campaign in India!
Shot extensively across 3 countries - China, U.S. and Nepal, the campaign aims at inspiring the "inner nomad' in everybody who strives to achieve his dreams despite the odds, be it in their career or while travelling the world. This will be the brand's first attempt to move away from product led campaigns and focus on the brand message. This also ties in with the larger strategy that will facilitate the diversification of the business into the retail lifestyle space.
Going by their new messaging - cutting away from the monotony of life, Samsonite has adapted the same philosophy in their communication strategy. The brand for the first time has done away with the traditional advertising route of releasing the TVC followed by a print ad and online and instead broken record in their domain by capturing the online space even before the TVC releases worldwide through a partnership with a renowned cricket expert on the Samsonite video blog.
This association aimed at promoting the brand's new proposition has already gone online leading to over a million hits. This strategy has garnered extensive mileage to the new campaign thereby creating enough buzz till it is finally unveiled on television.
Commenting on the launch of the campaign Subrata Datta, Managing Director, Samsonite South Asia said, "Samsonite is a contemporary lifestyle brand beyond just "luggage'. Through our new campaign we intend to communicate our vision for Samsonite as a brand that understands the challenges of a contemporary life on the move and provide diverse product solutions across categories. We hope that this will serve as an inspiring campaign for our consumers as we strive to fulfill our vision of being a brand for travelers across the globe."