American Tourister: The Indian context

Gunjan A Saraf

Campaign details

Brand owner: Samsonite International
Agency: Design Of Information
Brand: American Tourister
Country: India
Channels used: Packaging and design, Point-of-purchase, in-store media, Print – general, unspecified, Sales promotion, Television, Television – direct response
Media budget: Up to 500k

Executive summary

Globally renowned luggage brand American Tourister found its biggest success in Asia by competing with local brands, eg VIP (India), Crown (China) etc, with the offer 'Get an international brand at local price.'

Key Brand Decisions

  1. Positioning
  2. Which key differentiator should be emphasized in communication, 'durability', 'international style' or a mix of both?