MUMBAI: American Tourister has unveiled a new brand campaign, ‘Survive the World‘.

The campaign is has been released as a music video on television in from September 24th following a release in cinemas nationally by the 2nd week of October.

Taking a step forward from its previous campaigns ‘Survive Mumbai‘ and ‘Survive Istanbul‘, American Tourister‘s new campaign ‘Survive the World‘ completes the trilogy of the survival theme.

Created in the rugged terrains of Jodhpur ‘Survive the World‘ captures a roller coaster ride enroute a thrilling journey.

Conceptualised by Ravi Deshpande from Contract Advertising, the new brand campaign depicts the regular travel woes in a typical congested city anywhere in the world.

The film showcases a tourist, who is caught in traffic frenzy on the way to the airport. With his 4-wheeler American Tourister luggage in tow, the tourist sets off on an enthralling escapade across the city to reach his destination in time.

American Tourister marketing director Sudip Ghose says, "American Tourister is synonymous for its durability and extreme maneuverability. With this new brand campaign we aim to reinforce these brand attributes and establish a connect of travelling with ease even in the most toughest conditions."