Ad Campaigns
Samsonite launches new campaign ‘Tested like Samsonite’
Mumbai: Luggage brand Samsonite has made its mark in the last 112 years of its voyage. Over the years, Samsonite has emerged as one of the most preferred brands for travellers, being a part of countless lives and experiences. The communication of the brand has been curated over the years, keeping in mind these glorious aspects.
The new campaign “Tested like Samsonite” seeks to create common ground with individuals that have come face to face with the various adversities of life and is a testament to those who chose to rise back up and face the challenges with confidence and valour. The campaign also highlights the common characteristic, just like its range of products that undergo the toughest strength and durability tests before they are considered worthy for the end user, to ensure the highest quality standards.
Samsonite’s strategic consulting partner, Center of Gravity, conducted extensive research to identify its core consumers and gain insight into what these consumers truly care about.
The campaign was conceptualised by Lowe Lintas and includes a series of three TVCs featuring Amitabh Bachchan, Yuvraj Singh & Mithali Raj, who have powered through several adversities at different points in their respective journeys. The TVCs will be amplified through an integrated campaign spanning digital, outdoor, and social media.
Commenting on the campaign, Samsonite India CEO Jai Krishnan said, “Samsonite bags are made with the utmost care, to ensure they look the part! They are aesthetically engineered which makes them extremely durable and offer differentiated functionality. Every Samsonite goes through several rigorous stress tests and that is what truly sets us apart. The campaign brings alive this aspect of the brand in a beautiful manner.”
Samsonite executive director of marketing Anushree Tainwala shared, “The brand’s and the people’s truth had to be captured and who better than Amitabh Bachchan, Yuvraj Singh & Mithali Raj to help us bring this idea to life beautifully through the tests that they’ve been through that are well known to everyone.”
Lowe Lintas CCO Prateek Bhardwaj added, “The campaign cements Samsonite’s position as the ultimate benchmark when it comes to quality testing by drawing parallels with the challenges that each one of us, no matter how privileged, goes through in our journey.”
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.
