American Tourister- Survive Mumbai,Survive the World

Contract positions American Tourister, the premium luggage brand as one that can survive the toughest journeys; a weapon against surviving what the big, bad city can throw at travelers.

Objective:

According to Sudip Ghose, marketing director, American Tourister, they were looking to target ‘mass with class’. The idea was to establish American Tourister as the luggage that can withstand the most rugged conditions. Their objective was in being able to convey the toughness, without losing the brand’s international, premium appeal.

The Insight:

American Tourister consumers travel overseas at least once a year, on holiday, however, they aren't exactly seasoned travellers, but are just beginning to explore the world. Keeping this in mind, we dug deep into the 'beginner' international traveller's psyche. What emerged was that destinations around the world can be a challenging place for the 'beginner' international traveller.Every destination is unique in itself and there is a lot that can happen - and catch you unawares. Mumbai for instance, can overwhelm you with its crowds, LA has no public transport system to speak of, New Yorkers can be rude... and so on. It's in these instances when you need the reliability of an American Tourister by your side - so that your luggage can withstand whatever the world throws at you, so to speak. It was from this point that the idea evolved and the line 'Survive Mumbai, Survive the World' took shape.

Point of Communication+Utility=Winning Formula

With mobile phones becoming the major medium of business and personal communication, charging the mobile has become easier through public charging services. Apart from public mobile chargers already available in coffee shops, malls and multiplexes. Now, they make a debut in Meru Cabs, the radio taxi service present in a few cities.

Atin Promotions and Advertising has developed the technology and offers the ‘backlit cell phone charging units’ inside Meru Cabs as a new advertising medium as well. The conceptualization, designing, manufacturing and installation of the chargers were done in-house by the company.

It involves the coming together of two basic needs

1.)charging units for people on the move and
2.)branding for telecom players/others

The backlit mobile chargers were launched towards the end of September in 550 Meru Cabs in Hyderabad. They will be introduced in Meru Cabs across Mumbai, Delhi and Bengaluru in November. For the space provided, Meru Cabs makes a fixed amount from Atin Promotions.

The units carry chargers for all popular mobiles, with five docks that allow charging for all major models of Nokia, Samsung, LG, Blackberry and Motorola.

Meru Cab Company incorporated the Customer feedback about services like a mobile charger, in-cab entertainment and magazines etc.

First Mover Advantage:

For advertising, the mobile phone charger station has a LED light box advertising display.Vodafone has come on-board to explore this medium and has taken up 350 cabs in Hyderabad. and is likely to go for Delhi, Mumbai and Bengaluru.


Costings:

approximately Rs 650 per charger (cab) per month. The advertiser also has to take up a minimum of 250 cabs per city. Thus, if a marketer chooses to advertise on the minimum number of cabs, the cost would be about Rs 1.62 lakh per month.

Besides these mobile charger docks, Meru also offers exterior wrapping of its cabs, including doors and rooftop, and also seatbacks inside the cabs.

Kudos to Atin Promotions and Advertising for offering clients innovative mediums at airports, including conveyor belt branding, Jet Airways bus grab handles, airport coach wraps, backlit medians, promotional kiosks, AccuRide AdBikes, Look Walker, digital video screens, e-ticketing counters, standing backlits and scrollers.