Ad Campaigns
American Tourister sets the world at your feet with #GoSwagPackin’ campaign
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.”
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.
