American Tourister highlights can-do attitude of young India in new campaign

21 Mar,2017

By A Correspondent


The international travel gear giant American Tourister has launched its latest campaign ‘I’m Ready’ featuring ace cricketer Virat Kohli. Speaking about the new TVC, Anushree Tainwala, Executive Director, Marketing, Samsonite South Asia Pvt. Ltd. Said: “We are excited to launch our new campaign capturing 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.”


Global youth icon and cricketer, Virat Kohli said in a statement, “I am excited to be associated with American Tourister. 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.”


The concept is 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.


Commenting on the campaign, Pradyumna Chauhan, National Creative Director, McCann Worldgroup India shared, “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.”


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