MUMBAI: American Tourister has stepped into another successful year to celebrate its association with international sports icon Virat Kohli.  After the success of the #SwagPack campaign, the brand has pushed the bar higher, with the new ‘#GoSwagPackin’ campaign. With this campaign, American Tourister launches its new range of fashionable, cutting edge, swag worth backpacks made for today’s young and adventurous world traveller.

Speaking on the launch of the new campaign, Samsonite South Asia executive director marketing Anushree Tainwala said, “I’m thrilled to announce that we’ve taken #swagpack to the next level with this latest campaign. Our newest range of #SwagPacks is all about exploring the world and living life to its fullest, and the global icon that is Virat Kohli complements the brand and the communication perfectly. His confident and stylish personality is a perfect fit for American Tourister and reflects the best attributes of today’s India – go-getter spirit, assertive individuality, and most importantly, swagger!”

#GoSwagPackin is part of a broader cross-platform campaign, the highlight of which is a TVC and digital videos that use a new camera technique. These are built around the emerging 3D technique known as ‘tiny planet’, which turns a panorama image into a stunning miniature world. In addition to Virat, as an extension to this campaign, we have other celebrities, influencers, and icons who best represent the globetrotting Indian of today on social media. The digital campaign will also include several interesting, fun activities connecting with the tweens, teens, and youth of the country.

Commenting on the new campaign McCann India executive creative director Abhinav Tripathi shared, “Following in the footsteps of our last campaign, we wanted to up the Swag this year, while also focusing on the international look and appeal of the American Tourister backpack. So we got Virat to travel our little planet with the bags, quite literally. The film’s warped but unique visual language took a decent amount of trial and error, but I think everyone involved should be really proud of the final result.”