Campaign details

Brand: Samsonite India
Lead Agency: Autumn Grey
Region: APAC

Strategy

Objective

The Indian tourist state of Kerala was rebuilding after the worst floods in a century. While relief came from all over the world, there was one more thing necessary to bring Kerala back on its feet. Here was a state where 1.5 million people depended on tourism for their livelihood. So how do we bring back those tourists?

The objective of the campaign was to remind all Indians that while we helped Kerala with funds and supplies during floods, we also had a bigger task. To go back to Kerala and revive its livelihood – tourism.

Target Audience

Since every Indian is a potential traveler, we targeted every state apart from Kerala. The reason we went broad into targeting was because we wanted this message to travel and get shared across the world.

Creative Strategy