Brands
Samsonite unveiled “Destination Samsonite: Voyage Through Time”
Mumbai: Samsonite, the world’s leading luggage brand, marked its 113-year legacy of quality and innovation with the launch of “Destination Samsonite: Voyage Through Time” in Singapore.
Notable attendees included Samsonite International S.A. executive director and chief executive officer Kyle Francis Gendreau and regional celebrities like Samsonite Korea ambassador Lee Dong Wook, Samsonite India’s luxury influencer – Rizwan Bachav, travel influencers – Savi and Vid – Bruised Passports, Samsonite Hong Kong ambassador Jeffrey Ngai, and others.
With a presence in over 130 countries, Samsonite continues to blend fashion and functionality for modern travelers. The exhibition showcased the brand’s journey of innovation and change, from its origins in the 1930s to the latest smart travel solutions like C-Lite, Proxis, and Evoa.
Honoring its heritage, the exhibition featured iconic products from Samsonite’s history, illustrating its evolution into a pioneer of smart travel solutions. ‘Destination Samsonite’ pays homage to the brand’s rich heritage. Featuring archive pieces dating back to the 1930s, it showcases the brand’s evolution through time, highlighting its transformation from a luggage manufacturer to a pioneer in innovative smart travel solutions. Samsonite’s commitment to quality is emphasised through three thematic installations, highlighting lightness, durability, and the use of recycled materials. Visitors can explore these qualities through interactive exhibits.
Looking to the future, Samsonite presents three new releases: Evoa Z, SBL Major-Lite, and New Streamlite, each embodying quality and style.
Samsonite president of the APAC and Middle East Subrata Dutta expressed, “We invite travelers to join us on this remarkable journey at Destination Samsonite, where heritage meets cutting-edge design, and style meets functionality, to redefine the art of travel.”
Samsonite Asia Sr director for marketing and brand strategy Kim HeeJeong added, “We believe in crafting memories, stories, and experiences that accompany travelers on their most meaningful journeys.”
For exhibition details and to sign up, visit https://destinationsamsonite.com/
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
