Samsonite moves away from product-led campaigns in new TVC

MUMBAI: Luggage maker, Samsonite, has unveiled its new campaign -- step out -- simultaneously worldwide.

Also for the first time, Samsonite has done away with the traditional advertising route of releasing the television commercial followed by a print ad and online. Instead, through partnering with a cricket expert on the Samsonite video blog, the brand has attempted to capture the online space before the TVC was released.

This association aimed at promoting the brand?s new proposition has already gone online leading to over a million hits.

The campaign is directed by Singaporean Sng Tong Beng and shot extensively across three countries - China, U.S. and Nepal.

According to the company, this campaign aims at inspiring the ?inner nomad? in everybody, who strives to achieve his dreams despite the odds, be it in their career or while travelling the world.

Samsonite South Asia MD Subrata Datta said, "Samsonite is a contemporary lifestyle brand beyond just ?luggage?. Through our new campaign we intend to communicate our vision for Samsonite as a brand that understands the challenges of a contemporary life on the move and provide diverse product solutions across categories. We hope that this will serve as an inspiring campaign for our consumers as we strive to fulfill our vision of being a brand for travelers across the globe."

This is the brand?s first attempt to move away from product-led campaigns and focus on the brand message. This also ties in with the larger strategy that will facilitate the diversification of the business into the retail lifestyle space.

Beng adds, "This film, in essence, is about ?an invitation to, and a celebration of travel and discovery?. From great peaks in the country to canyons of buildings in cities, from views of endless deserts to window views of oceans, from seeing the rhythm of humanity to the silence of the nature, from manmade paths to paths unknown. By celebrating the world, Samsonite celebrates each step taken together with you."


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