American Tourister goes all the way on social media to become Hard To Let Go

American Tourister, a luggage brand, increased awareness of its new range of luggage bags, the Curio, in India by launching a social influencer campaign that featured mobile-led content.

Campaign details

Brand: American TouristerLead Agency: Interactive Avenues - A Reprise Network CompanyRegion: APAC

Strategy

Objective

The Curio – an all new range of luggage bags from American Tourister was ready for its debut. Our task was to build awareness and gain maximum momentum for the product launch.

Target Audience

While the brand was all set for the reveal, the challenge was to be able to relate to today's young, urban, always mobile audience between the ages of 18 to 35 years.

Creative Strategy

The luggage category traditionally relied on push communication but knowing that...

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