Tested like Samsonite Campaign
The new campaign ‘Tested like Samsonite’ seeks to create common ground with individuals that have come face to face with the various adversities of life and is a testament to those who chose to rise back up and face the challenges with confidence and valour. The campaign also highlights the common characteristic, just like its range of products that undergo the toughest strength and durability tests before they are considered worthy for the end user, to ensure the highest quality standards.
Centre of Gravity, a strategic consulting partner conducted extensive research for Samsonite to identify its core consumers and developed an insight into what these consumers truly care about. Following this exercise, the campaign was conceptualized which includes a series of 3 TVCs featuring Amitabh Bachchan, Yuvraj Singh & Mithali Raj, who have powered through several adversities at different points in their respective journeys. In addition, acclaimed influencers such as Manushi Chillar, Drums Sivamani,
Commenting on the campaign, Jai Krishnan, CEO, Samsonite India said, “
Commenting on the campaign, Anushree Tainwala, Executive Director - Marketing, Samsonite, shared, “The brand’s and the people’s truth had to be captured and who better than Mr. Amitabh Bachchan, Yuvraj Singh & Mithali Raj to help us bring this idea to life beautifully through the tests that they’ve been through that are well known to everyone.”
Prateek Bhardwaj, CCO, Lowe Lintas added, “The campaign cements Samsonite’s position as the ultimate benchmark when it comes to quality testing by drawing parallels with the challenges that each one of us, no matter how privileged, goes through in our journey.”
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