Samsonite's Diwali campaign urges commuters to thank those who get them home for the festival.
Conceptualised by Autumn Grey, the film gets the travel enablers across rail, road and air in the spotlight. The film urges everyone to take a moment to offer gratitude to them and wish them Happy Diwali as they out on a chance to celebrate with their family members.
Anushree Tainwala, executive director - marketing, Samsonite South Asia, said, “India travels back home for Diwali but while we’re on our journey back home, we often forget the ones who take us home, who make it possible for us to reach home safely and most often we also forget the fact that it’s their Diwali too. Our new campaign #DiwaliKaSafar is simply lead by the thought of wishing our travel enablers a happy Diwali and thanking them for their service. A thank you can go a long way and a Diwali wish can certainly make someone feel at home even when they are away from home.”
Pradnya Popade, director, marketing communications, Samsonite South Asia, added, “Advertising peaks during Diwali and many brands speak about the spirit of Diwali. However, Samsonite did what’s beyond the ordinary with their new Diwali campaign #DiwaliKaSafar. The beauty of the campaign is in the simplicity that it holds. The message being that while we’re on our way back home to reunite with our family and friends, we often forget the ones that help us reach home during Diwali. Being a travel brand, Samsonite strikes a chord with the audience effortlessly by just thanking these travel angels and wishing them a Happy Diwali.”
Bodh Deb, vice president and branch head - Mumbai, Autumn Grey, said,“For Samsonite our endeavour has always been to do meaningful communication that resonates with our audience. For this Diwali, the insight we came up with was a simple but powerful one. While so many of us travel back home to spend time with our family, we often miss to acknowledge the selfless service of all the Travel Enablers in our society. This Diwali, we wanted to take a moment to say Thank You to them for sacrificing their Diwali, so that we all can travel back home to our families and enjoy our favourite festival with our loved ones.”
Creative agency: Autumn Grey
Founder and CEO: Anusha Shetty
VP and branch head: Bodh Deb
Insight and campaign idea: Bodh Deb and Nishanth Ananthram
Film script written by: Nishanth Ananthram
Campaign team: Shalini Ghildiyal, Rugvedi Joshi, Nishant Sethi, Hazel Dalby, Jane Sequeira, Soumyadeep Ghosh, Shriya Chopra, Mohit Bhardwaj, Sayani Ray, Vidushii Shrivastava, Nemil Boghani, Sameer Parashtekar, Deepak Puttaramaiah, Kaleemuddin G A, Kaveri Ganiger, Radhika Ajgaonkar, Kruthika R. Kumar, Harish Prabhakar, Vinod Kumar and Prateek Mathur.
Director: Puneet Prakash
Production house: Dora Digs