Do you know what is the most cursed item on a Mumbai local? It’s the backpack. And the second most cursed thing? The mobile phone. Now imagine when both things come together. Soon American Tourister, with its backpack range will launch a mobile game that’s expected to take the cricketing nation’s fancy.
Later this week, Initiative media and Rapport, the OOH division of IPG Mediabrands will launch an activation of the Tap Up Challenge. This is the extension of the Tap Up commercial by travel gear brand American Tourister featuring cricket icon Virat Kohli.
Under this activation apart from launching the Tap Up challenge in eight malls, the agency is also launching a digital game where people can play tap up on their mobiles. The game created by Interactive Avenues will be out soon.
While this activation is expected to make a sport out of tapping-up, there is an equal amount of action in the backpack category. Samsonite, which markets the American Tourister brand in India plans to double its sales of backpacks in the country this year.
Anushree Tainwala, executive director, marketing, Samsonite, South Asia expects to grow the company’s backpack sales by 50 per cent this year in a market that’s expected to be growing in excess of 30 per cent.
Clearly, with more backpacks jostling for space, the Mumbai local ride is going to get even more difficult.