Ad Campaigns
American Tourister announces new campaign, “Born To Cross Boundaries”
Mumbai: American Tourister, an international luggage brand, has stood tall for the past 90 years. With the design ethos of American Tourister bags reflecting vibrant, joyful and trendy backpacks as well as luggages, the brand beckons resilient, efficient, and trendy products. Moreover, it emphasizes on making traveling fun and adventurous.
The partnership with cricketer Virat Kohli, as the brand ambassador of American Tourister has been going strong for the past seven years and the duo have delivered striking and off beat campaigns seamlessly. Like the earlier widely appreciated campaigns, the new campaign encourages travellers to unleash their adventurous side and surpass their inhibitions.
“Born To Cross Boundaries” – the latest campaign challenges people to embrace the unexplored side of themselves. The campaign aims the audience on a journey that goes beyond their comfort zones and pushes past their personal boundaries, spurring that American Tourister luggage is built to celebrate the spirit of true traveller who is willing to explore and have fun when travelling across the world. It doesn’t just recognize the need for luggage which enables people to travel, it goes beyond, which has been beautifully captured in the TVC.
The brand’s recent TVC displays colossal mountains, oceans & new cultures bringing a whiff of adventure. It embarks with Virat Kohli plunging into freezing water to bungee jumping from bridges, skilfully playing the Alpine Horn, and donning a skirt, a cultural Scottish outfit. As he dives into these myriad experiences, his fearless and exuberant spirit is witnessed vividly. This new campaign showcases an individual pushing themselves out of their comfort zones & personal boundaries to celebrate their wilderness. It wants them to break their barriers, make discoveries, and indulge in new experiences. In sum, it wants them to cross their boundaries.
Speaking about the campaign, Samsonite India CEO Jai Krishnan stated, “American Tourister is truly a global, international and inspirational brand. It goes beyond only recognising the necessity for luggage that can facilitate travel. It inspires individuals to seek out experiences rather than the conventional tourist activity of sight-seeing. This campaign really brings to life this facet of American Tourister. It is a brand designed to honour the spirit of pushing our boundaries and crossing our fear.”
Adding to this, executive director – marketing Anushree Tainwala shared, “American Tourister wants to push people to overcome their own limitations. This film along with Virat Kohli showcases an exploratory and fun attitude, convincing people to push their limits and cross their boundaries wherever they are travelling in the world.”
Famous Innovations CCO Raj Kamble said, “Born to Cross the Boundaries’ campaign is all about celebrating the emerging culture of going beyond tried and tested things by pushing the limits and experiencing new things. It’s a call to action to step out of your comfort zone. We’re thrilled to have worked with Virat Kohli and American Tourister to create such an impactful campaign.”
The TVCs will be further amplified through an integrated campaign spanning digital, electronic, outdoor, and social media. Truly, fashionable, cutting edge, swag-worthy luggage bags, American Tourister is a brand for young and adventurous world travellers.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
