American Tourister taps into young India’s can do attitude in new campaign

Tapping into the energy and passion of the Indian youth who are bubbling with immense self-belief and palpable confidence, international travel gear giant American Tourister has rolled out its latest campaign, ‘I’m Ready’, featuring ace cricketer Virat Kohli. 

From the brand’s perspective, American Tourister is committed to encourage people to aim for the journey forward, with its trendy travel gear, designed to sport ultimate toughness of the undefined route ahead. 

The concept has been created by McCann and is moulded into a 360-degree campaign, including a TVC with multiple sequences. In a subtle manner, the TVC showcases what the backpacks provide to the user – the perfect balance of hands-free mobility and comfort. Initiative, a part of IPG Mediabrands, has conceptualised a massive integrated campaign for American Tourister as an extension of the TVC. 

Commenting on campaign, Anushree Tainwala, Executive Director, Marketing, Samsonite South Asia, said, “Our new campaign captures the pulse of the country today with our first Indian brand ambassador Virat Kohli. The campaign captures India’s exuberance and attitude of being ready always for anything. We see this same attitude reflected when it comes to travel. Indians are ready to travel more, explore more and experience everything life has to offer in all its glory. Our brand and products are loved by these very travellers around the world, who are young at heart and who are ready to take on any journey no matter what the purpose. Virat is the poster boy for all those who thrive on this ability to be ready for anything that life throws at them, be it opportunities or challenges.” 

She further shared that the brand has spent approximately Rs 25 crore on the 360-degree campaign. 

As part of the campaign activation, American Tourister is inviting consumers to participate in a ‘tapping’ contest and score maximum number of taps in a minute. The digital leg of the campaign – christened American Tourister Tap Up Challenge – was flagged off on March 9 with Virat Kohli tweeting about the campaign. The TVC went on air a day later on March 10. 

Even as the digital phase is underway, American Tourister is all geared to launch the activation leg of the Tap Up Challenge with the help of Initiative and Rapport (the OOH arm of IPG Mediabrands) across eight shopping malls in Mumbai, Delhi, Kolkata and Bangalore, with an average footfall of 90,000 during weekends. The top scorer from each mall will get a miniature cricket bat with Virat Kohli’s signature, while the highest scorer across the country will get a year’s supply of American Tourister travel gear handpicked by Virat. 

Commenting on the TVC, Pradyumna Chauhan, National Creative Director, McCann Worldgroup India, said, “What is the first thing anyone says, once the bags are packed, and they are all set to leave? ‘I’m ready.’ And while the phrase is simple, it also carries a lot of emotional and symbolic meaning. That’s why we chose this as the campaign theme for American Tourister. And there is no one better than Virat to embody and endorse this philosophy. Whether it is breaking records or taking on captaincy at a young age, whatever challenge is thrown at Virat, he is always ready for it. The film creates a great visual journey of ‘I’m ready’ with Virat as he goes on to knock the ball with the bat totally unfazed through various barriers. Given its watchability, we are sure it will deliver the ‘I’m ready’ theme for American Tourister brilliantly.” 

Virat Kohli added here, “I am excited to be associated with American Tourister, India’s largest luggage brand. I think today, great travel gear is more than just a utility or luggage, it symbolises an attitude – to be always ready to step out and embark on your journey with profound confidence. This thought has been reinforced through this campaign which has beautifully captured the true spirit of the Indian youth.”