Campaign India Team
May 06, 2014

American Tourister asks the youth to 'Live Fashionable'

Watch the ad films conceptualised by Taproot India here

wide player in 16:9 format. Used on article page for Campaign.
American Tourister launched four TVCs on 30 April as part of its 'Live Fashionable' campaign which tows the brand's global positioning of 'Young, International & Colorful'. The campaign created by Taproot India is targeted a young adults who like their luggage to be as fashionable as them. 
The four TVCs rolled out have the themes of 'fashionably late', 'fashionably independent', 'fashionably friendly' and 'fashionably lost'.
The film titled, 'fashionably lost', shows a young couple with their American Tourister luggage at a crossroads trying to figure out the direction to go ahead to. Despite having a map they can't figure it out. The girl's luggage has a guitar sticking out of it. Using that as a pointer she spins the luggage and the couple take to the road that the guitar end has come to rest to. The film ends with a super reading 'fashionably lost'.

The 'fashionably late' film begins with people getting on a ferry. The ferry just about begins to leave the jetty as somebody throws an American Tourister backpack onto the deck. A young working woman can be seen jumping across onto the ferry and picking up the bag surprising the passengers. The film ends with a super reading 'fashionably late.'
The 'fashionably independent' film shows a group of friends getting out of their car at the entrance of a posh hotel. The concierge arrives to handle their luggage but the friends hand him small carry bags and opt for rolling their American Tourister luggage into the hotel by themselves. The ad film ends with a super reading 'fashionably independent'.

The film titled 'fashionably friendly' opens on a dusty and deserted road. Here, we see a girl leaning against a bus stop pole waiting for a bus just as a guy comes around wheeling his American Tourister suitcase. The bus would probably take a while to get there so the guy seats himself on the luggage as the girl eyes the seat enviously. Realising this, the guy turns the suitcase in such a manner that it could now seat two people. The girl takes the seat and they both shake hands. The TVC ends with a super reading 'fashionably friendly'.
On the 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.”
Pallavi Chakravarti, creative director, 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.”
Client: Samsonite South Asia
Agency: Taproot India
Production House: Early Man Film
Campaign India

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