Arati Rao
May 20, 2011

Samsonite releases global brand campaign in India

WATCH the TVC created by JWT Hong Kong

Samsonite releases global brand campaign in India

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

THE TEAM                                       

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


Campaign India