American Tourister has released an anthem to wish team India ahead of the ICC World Cup 2019.
Conceptualised by Autumn Grey, the film features the women's team captain Mithali Raj. It is a result of American Tourister asking fans to deliver their messages and cheers for the team. The inputs have been used to create this anthem.
Anushree Tainwala, executive director marketing, Samsonite South Asia, said, “With the excitement building as we head into this year’s cricket world cup, I’m thrilled to introduce American Tourister’s newest campaign. As the entire nation comes together to support our brave squad, this video serves as an outlet for our passion and excitement. With contributions from every gender, age group, and section of society, and led by the wonderful Mithali Raj, we’ve perfectly embodied the strength that lies in our diversity!”
Bodh Deb, VP and branch head, Autumn Grey Mumbai, said, “As an agency full of ardent cricket fans, everybody in the team was too eager to deliver on this campaign brief. So much so that we have been working on this campaign for the last six months and must have worked on at least six to seven rounds of ideas before we really zeroed on this one. A simple thought of an anthem crowd sourced from the fans and who better to feature in the anthem video than the legendary Mithali Raj. A heart felt message from the women’s ODI cricket team captain to the men’s ODI cricket team captain.”
Client: American Tourister
Creative agency: Autumn Grey
Founder and CEO: Anusha Shetty
Vice president and branch head: Bodh Deb
Campaign idea: Noopur Vasuraj, Hazel Dalby
Anthem song lyrics by: Yathartha Sharma, Amit Kumaran
Campaign Lead: Eram Khan
Campaign Team: Sasha Silvetser, Jane Sequeira, Yashas Patel, Soumyadeep Ghosh, Mohit Bhardwaj, Varun Vasaraj, Deepak Puttaramaiah, Kiran Kumar Matti, Rakesh Siddaramaiah, Kaveri Ganiger, Radhika Ajgaonkar, Kruthika R. Kumar, Aditi Vaidya, Harish Iyengaar and Ambica Bhatnagar.
Director: Ankit Dahiya
Production house: Work in Progress Productions
Executive producer: Saurabh Khurana
Music director: Haroon-Gavin