American Tourister brand campaign

American Tourister, the global travel baggage brand, has launched a new pan-India brand campaign for its new products in the backpack category mainly aimed at roping in the youth. The campaign, which went on air on Tuesday, depicts a vacationer caught in human swirl in a busy marketplace in Varanasi, as her backpack is snatched by a local goon. She is helped by a passerby, who fights off the thugs with the backpack and becomes her hero. The Indian backpack market is currently estimated at Rs 3,000 crore. This space is led by the VIP brand, with only 10 per cent of it being in the organised sector. American Tourister will spend a significant chunk of ad spends on digital campaigns through Yahoo and YouTube, apart from engaging with the youth on Facebook.