Samsonite recently unveiled its new global positioning "Step Out". And the TVC for it can be seen on Indian screens as well.
WATCH the TVC (story continues below)
The campaign is built around the ethos of the brand Samsonite, versus merely a product proposition. 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. The campaign ties in with the larger strategy that will facilitate the diversification of the business into the retail lifestyle space.
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 travellers across the globe.”
The brand has also roped in cricket commentator Harsha Bhogle to share his analysis and opinions on matches, players and more. A statement from the luggage makers said that, "With cricket being close to religion in our country, associating with an expert on the topic can only lead to intense audience engagement. Harsha will actively blog and tweet about the daily matches." A contest is also running on the channel.
WATCH one of the videos on the Step Out With Harsha channel
JWT Office: JWT HK
Product Name: Samsonite
Client: Samsonite Asia Limited
Exposure: Integrated Campaign (Film, Print, OOH, In-store)
Project Name: ‘Step Out’ Campaign
Creative Directors: Lo Sheung Yan, Charles Wong, Barbara Fu
Art Director: Bobby Chiu
Copywriter: Henry Lim, Charlene Cai, Robert Chen
Planner: Wang Lei
Producer: Anthony Leung
Account Executive(s): Joanna Go, Dana Ho