 "American Tourister's latest ads tell viewers to 'Live Fashionably'")
American Tourister has released a new campaign in sync with its global positioning of ‘Young, international and colourful’. ‘Live Fashionably’ is the latest campaign, and comprises four TVCs that are conceptualized by Taproot India.
[caption id=“attachment_83791” align=“alignleft” width=“380”] A still from the ‘Fashionably Late’ TVC[/caption]
Speaking about the new campaign, Suresh Menon, CEO, Samsonite South Asia said, “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 campaign showcases four different situations where young adults show glimpses of their attitude towards travel and life. These incidents range from them being fashionably late to lost and from being independent to friendly, in the context of American Tourister.
The first film, ‘Fashionably Lost’ begins with people boarding a ferry. It then starts disembarking from the jetty and at that moment someone throws an American Tourister bag on to the deck. The viewer then sees a young woman business executive jumping across onto the ferry and picking the bag leaving the passengers amazed.
Watch the spot here:
The second film, ‘Fashionably Friendly’ opens to a bus stop on a sunny day. A girl and a boy are awaiting the bus; the boy has an American Tourister suitcase that he uses to seat himself alongside the road while the girl is envying him. He later subtly offers his luggage to seat the girl and befriends her.
Watch the ad here:
‘Fashionably Independent’ is the third film in the series. It shows a group of friends 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 handover their small hand bags to him and maneuver the American Tourister luggage themselves into the hotel.
Watch the spot here:
The fourth and last film, ‘Fashionably Lost’ shows a young couple who who is lost at a crossroad despite having a map. Instead of panicking, they decide to rotate their American Tourister luggage and follow the path that it points them to.
Watch the film here:
Speaking about 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’.”
Credits:
Client: Samsonite South Asia
Agency: Taproot India
Production House: Early Man Films
 "Russian drones over Poland: Trump’s tepid reaction a wake-up call for Nato?")
 "As Russia pushes east, Ukraine faces mounting pressure to defend its heartland")
 "Why Mossad was not on board with Israel’s strike on Hamas in Qatar")
 "Turkey: Erdogan's police arrest opposition mayor Hasan Mutlu, dozens officials in corruption probe")
 "Russian drones over Poland: Trump’s tepid reaction a wake-up call for Nato?")
 "As Russia pushes east, Ukraine faces mounting pressure to defend its heartland")
 "Why Mossad was not on board with Israel’s strike on Hamas in Qatar")
 "Turkey: Erdogan's police arrest opposition mayor Hasan Mutlu, dozens officials in corruption probe")
