American Tourister launches its brand campaign with an Indian twist

MUMBAI: American Tourister has introduced its brand new campaign ‘Take On The World’. The campaign highlights the brand’s fresh, energetic youthful appeal, and showcases the technology behind its new Vivolite range.


Created by JWT Hong Kong, the Indian edition of this global TVC has been specifically enhanced with Indian background music with an aim to connect with a wider audience.  


“‘Take On the World’ is meant to evoke that rush of excitement we feel when we’re about to go on a great trip, especially from the perspective of today’s young and optimistic travelers who are eager to see the world,” says JWT chairman Asia Pacific creative council Lo Sheung Yan.


The high-paced TV commercial brings to life the brand’s fun, lighted-hearted and colourful attitude, while highlighting the durability of the stylish, lightweight Vivolite. The campaign, which was launched in Korea in July and will roll out across Asia Pacific through the rest of the year, also features a series of print ads that show a mix of global landmarks and young travellers from different parts of the world.  


“Take on the World” concept captures the fun, young and international spirit of American Tourister. With this campaign we have attempted to break the Indian media clutter with some unconventional music. It’s a catchy, fun music score that resonates the brand personality also. We believe it will help us reach out to a larger audience in India and help with better brand recall,” says, Samsonite South Asia director marketing Anushree Tainwala.


The 2013 “Take on the World” campaign is a sequel to the 2012 campaign, and marks a landmark for American Tourister, which celebrates its 80th anniversary this year.

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