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.
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