Samsonite partners with Bollywood celebrities for new India campaign

By

Isabelle Crossley

Published
Jan 11, 2023

Samsonite has partnered with Bollywood celebrities Amitabh Bachchan, Yuvraj Singh, and Mithali Raj to launch new India campaign ‘Tested like Samsonite’. The luggage and accessories brand aims to draw parallels between the rigorous tests its luggage goes through and its campaign stars’ experiences. 

“The brand’s and the people’s truth had to be captured and who better than Amitabh Bachchan, Yuvraj Singh and 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,” said Samsonite India’s executive director for marketing  Anushree Tainwala, Indian Retailer Bureau reported. 
 
Samsonite the brand has a history of 112 years and is one of the largest luggage brands in the world. Through its new advertising campaign, the brand aims to harness the popularity of its celebrity stars and highlight its rigorous production and product testing process. 

“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,” said Lowe Lintas’ CCO Prateek Bhardwaj.
 
“Samsonite bags are made with utmost care, to ensure they look the part,” said Samsonite India’s CEO Jai Krishnan, India Retailing Bureau reported. “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.”