Samsonite unveils new campaign ‘Tested Like Samsonite’ starring Sania Mirza

The 'Tested Like Samsonite' campaign showcases Sania Mirza testing Samsonite's Proxis series' impact resistance.

The premium travel luggage entity, Samsonite has unveiled a campaign, ‘Tested Like Samsonite’, featuring the Indian tennis legend, Sania Mirza.

Launching the ‘Tested Like Samsonite’ campaign, Samsonite, a travel industry mainstay for 113 years, offers tribute to those who stand for extraordinary bravery and resilience in the face of hardship. The advertisement goes beyond traditional product testing by highlighting parallels between each person’s resilient journey and the robustness of Samsonite’s wide range of items.

The ‘Tested Like Samsonite’ campaign showcases the tennis legend demonstrating the Proxis series’ impact resistance. A visual spectacle erupts as Mirza delivers thunderous smashes on the Proxis luggage affixed to a target wall. The one-minute adrenaline-pumping video illustrates the ferocity of a tennis court, capturing the impact of her hits as the speed gun readings increase until she runs out of balls. The former tennis player examines her resilient opponent and eventually states, “This Samsonite is indeed a tough opponent!” The film emphasises how Samsonite’s Roxkin material is both sturdy and lightweight, allowing it to easily resist high-energy collisions.

Anushree Tainwala, Executive Director, Marketing, said, “Samsonite products are not just luggage; they are a testament to our commitment to quality and durability. ‘Tested Like Samsonite’ is a celebration of resilience and quality. Our carefully crafted marketing campaign captures the very essence of the Samsonite – resilience and perseverance. This campaign highlights our strong commitment to excellence. Our ultimate goal is to ignite inspiration in our audience by showcasing the enduring spirit of each Samson creation.”

This campaign represents a significant turning point for the company, as it has brought together an amazing cast of superstars for various ad films from the business and culinary worlds, in addition to sports and fitness legends. Along with Mirza, the roster includes chefs Garima Arora, Vidyut Jammwal, Ghazal Alagh, Karun Chandhok, and Milind Soman.

In a gripping six-part video series, the influencers put Samsonite’s baggage to the test by replicating the obstacles they have faced in their own journeys. The video campaign, which tells inspirational stories of courage and resiliency through the eyes of well-known figures, will run on digital platforms, outdoor venues, and social media.

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