Samsonite’s New Campaign Celebrates Tests That Life Throws At You

Samsonite has made its mark in the last 112 years of its voyage. The communication of the brand has been curated over the years.

The new campaign ‘Tested like Samsonite’ seeks to create common ground with individuals that have come face to face with the various adversities of life and are a testament to those who chose to rise back up and face the challenges with confidence and valour. 

Centre of Gravity, a strategic consulting partner conducted extensive research for Samsonite to identify its core consumers and developed an insight into what these consumers truly care about. Following this exercise, the campaign was conceptualised which includes a series of 3 TVCs featuring Amitabh Bachchan, Yuvraj Singh & Mithali Raj, who have powered through several adversities at different points in their respective journeys. 

The TVCs will be amplified through an integrated campaign spanning digital, outdoor, and social media.

Jai Krishnan, CEO, Samsonite India comments, “Samsonite bags are made with the utmost care, to ensure they look the part! They are aesthetically engineered which makes them extremely durable and offers differentiated functionality. Every Samsonite goes through several rigorous stress tests and that is what truly sets us apart. The campaign brings alive this aspect of the brand in a beautiful manner.”

Commenting on the campaign, Anushree Tainwala, Executive Director - Marketing, Samsonite, shares, “The brand’s and the people’s truth had to be captured and who better than Amitabh Bachchan, Yuvraj Singh & Mithali Raj to help us bring this idea to life beautifully through the tests that they’ve been through that are well known to everyone.”

Prateek Bhardwaj, CCO, Lowe Lintas adds, “The campaign cements Samsonite’s position as the ultimate benchmark when it comes to quality testing by drawing parallels with the challenges that each one of us, no matter how privileged, goes through in our journey.”