Samsonite sets on a journey to redefine strength and durability in a new campaign with Sania Mirza

Mumbai: Samsonite, which offers travel solutions has launched a campaign, ‘Tested Like Samsonite’. Samsonite said it is on a journey to redefine strength and durability featuring a lineup of personalities testing the brand’s latest products.

Samsonite has been in for 113 years. It introduces the ‘Tested Like Samsonite’ campaign as a testimonial to individuals who symbolise immense strength and valour in the face of adversities. The campaign aims to highlight similarities between the resilient journey of each individual and the durability of its range of products. In this manner, the campaign looks to go beyond conventional product testing.

Anushree Tainwala, Executive Director of marketing, emphasises, “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.”

As part of the ‘Tested Like Samsonite’ campaign, the latest video features former tennis player Sania Mirza, who demonstrates the impact resistance of the Proxis series. Mirza serves smashes against the Proxis luggage pinned to a target wall. Showcasing the intensity of a tennis court, the 1-minute adrenaline-pumping video captures the force of her hits, with the speed gun readings escalating, and she finally runs out of balls. Examining her resilient opponent, Mirza claims, “This Samsonite is indeed a tough opponent!” The video reiterates that the solidly built and light Roxkin™ material enables Samsonite products to withstand high-energy impacts, effortlessly.

This campaign assembles a lineup that includes not only sports and fitness personalities but also renowned figures from the culinary and business realms. The ensemble, comprises Karun Chandhok, Milind Soman, Sania Mirza, Chef Garima Arora, Vidyut Jammwal, and Ghazal Alagh. The brand aims to embrace a spectrum of talents and achievements.

The campaign has a six-part video series, where each influencer subjects Samsonite’sluggage to tests mirroring the challenges, they have overcome in their own journeys. The video campaign will feature across digital platforms, outdoor spaces, and social media networks, showcasing stories of resilience and strength portrayed by influential personalities.

Campaign video featuring Sania Mirza –