Samsonite has launched an inspiring new campaign, ‘Tested like Samsonite’, in which they have partnered with veteran actor Amitabh Bachchan, cricketers Yuvraj Singh and Mithali Raj as ambassadors to connect with individuals who have confronted difficulties. Through this initiative, the brand hopes to unite people together by recognizing their struggles and celebrating triumphs.
The campaign incorporates three TVCs that highlight the brand ambassadors delivering encouraging speeches on how to overcome struggles while depicting Samsonite suitcases being put through strength and toughness tests.
Working together with our strategic consulting partners, Centre of Gravity, we conceptualized a wide-reaching campaign that will be seen across television, digital media platforms, social networks, and outdoor sites. Our creative agency in Mumbai – Lowe Lintas – created three unique ad films for the campaign.
It’s not surprising that Samsonite has based its marketing campaigns on homecoming and holidays, considering how useful luggage bags are. However, this most recent campaign from the brand deviates from what we typically anticipate seeing in their commercials.
The selection of brand ambassadors was inspired by the personal journeys of three celebrities, all having overcome struggles in life. Amitabh Bachchan’s spot poignantly conveys the adversities life may bring while exhibiting a sense of assurance and courage to face them. Neeraj Singh is seen undergoing medical tests amidst his message on self-confidence. In its representation, Amrita Raj showcases her own resilience by bouncing a cricket ball off glass walls as she delivers her words.
Anushree Tainwala, executive director at Samsonite South Asia, shares her insights on the campaign with afaqs.-
“Samsonite has become the gold standard for consumers. We’re, of course, the most premium brand in the category. So, the question was, how do we integrate the premiumness of our products with the engineered testing that our products go through.”
She further added-
“We collaborated with a creative agency to bring to life the manufacturing trials that our products go through, and the idea of ‘Tested like Samsonite’ came about. The concept is, just like Samsonite products, there are people, regardless of how privileged they may be, who have gone through ups and downs in life and have come out victorious. That was the genesis of the campaign – in marrying the journey of life with the journey of the product.”
Tainwala emphasized the importance of understanding the target audience by saying-
“The existing Samsonite customers are our target audience. Those who have arrived in life, and are frequent travellers. We’ve created a feel-good campaign to remind the consumers of why they’re a part of the Samsonite family, and why they will continue to be so.”
While commenting on the choice of ambassadors, she shared-
“We were looking for people who’re at the top of their respective fields. All three of these celebrities fit that criteria. Also, we were trying to onboard celebrities who have personally experienced the message of the campaign. Our ambassadors have seen ups and downs in their lives, and people are aware of their stories.”
To gain insight into the uniqueness of this campaign compared to previous marketing efforts by the brand, we wanted to know what kind of brief Lowe Lintas was given. To answer our question, we reached out to Prateek Bhardwaj, chief creative officer at Lowe Lintas.
“Samsonite luggage is known the world over for its toughness. It delivers on this toughness through rigorous strength, quality and durability tests. These tests are at the very core of what makes a Samsonite, a Samsonite. Not surprisingly, the brief to us was to land the brand’s essence by referencing these tests. And, from there, drawing a parallel with how life tests even the best of us, seemed a natural and apt extension.”
Describing the issues they encountered while running the campaign, Bhardwaj highlighted that scheduling three well-known celebrities simultaneously was a major challenge.
“As with any multi-celebrity campaign, the biggest challenge was scheduling. To mount a production of this scale, while sticking to an uncompromising schedule, was quite demanding. More so because of our equally uncompromising emphasis on quality. It wouldn’t be an exaggeration to say that those involved with the project were also tested, like Samsonite.”
The approach of the campaign is quite minimalistic and modern. According to Bhardwaj,
“The campaign was always designed to be minimalistic and stark, as conceptualized by our team, and director Bharat (Sikka) brought in his own brilliant aesthetic to make it truly unforgettable. The essential idea of overcoming the challenges life throws our way, is a timeless one. We felt it deserved a visual representation that’s as graphic and timeless as this.”
The campaign has received rave reviews from viewers, and it’s evident that Samsonite is aiming to stay relevant in the industry. With a message of resilience, Samsonite has successfully motivated viewers to brush off adversities and strive for success. While it remains unknown if the campaign will be successful in the long run, it has made a great start.
Shivendra Tiwari is an Engineer and an MBA in Marketing. He is the Content head at Marketing91 and a thorough Online Marketing enthusiast. Shivendra loves to follow different brands and study their Business and Marketing tactics.