MUMBAI: Samsonite South Asia has decided to continue with Karishma Initiative as its media partner to handle their entire portfolio of brands. The luggage brand made this decision following a review of its media agency on record (AOR).
 
Says Samsonite South Asia director marketing Sudip Ghose, "After evaluating all the presentations, we felt that it would be in our best interest to continue with Karishma Initiative. I would like to take this opportunity to thank all other agencies that participated in the review process."
 
In order to support its expansion plans, the group is likely to invest around Rs 500 million in mass media and below-the-line promotions.
 
Adds Karishma Initiative CEO NP Sathyamurthy, "We have been associated with Samsonite for several years and have grown together. It is going to be very rewarding for us to collaborate with the Samsonite team and celebrate the growing success of the company‘s brands."