Brands
Traworld launches new campaign featuring Sonam Kapoor
MUMBAI: Traworld, the premium luggage brand from the house of High Spirit Commercial Ventures, has launched its ad-campaign ‘The World is Your Ramp’ featuring Sonam K Ahuja, the much adored fashion icon from the Indian film industry as the face of their brand.
The ad campaign reflects the positioning of the brand as a fashion brand rather than a plain luggage brand. The campaign is to tap the consumers who are regular travellers for many occasions and also look for fashionable luggage bags.
Traworld’s bags look and feel is more like a fashion accessory than just a bag.
Traworld is a premium and modern luggage brand for premium and fashion conscious travellers who love to use travel luggage for their varied needs. The brand offers a range of luggage bags which are stylish, classy, yet sturdy and value for money, keeping in mind the need and fashion sensibilities of its customers.
The luggage bags range from casual to business travel segments and come in different sizes as per the consumer’s requirements. The product is lightweight, shock resistant and water resistant with unique locking system to keep the luggage secured. Mobility ranges from four wheeled to eight wheeled, so that your luggage travels at your pace and is easy to carry.
The entire advertisement strategy is being conceptualised and driven by Makani Creatives, that is positioning the brand for premium customers reflecting upon their needs as per their lifestyle and choices. To its credit it has worked with various iconic brands like Pepe, Red Tape, Panasonic, Metro Shoes, Mochi Footwear, Channel, Mahindra Logistics, Lavie, Killer Jeans and several others.
The brand is focussing on print ad-campaign across national and other regional dailies spread across 10 leading cities reaching out to consumers across India. Besides very strong BTL activities have been planned with all the MBOs across India, to deliver the essence of the brand and enhance visibility. After looking at the success of the campaign, the company may also look at TV campaign in the years to come.
Traworld founder and managing director Tushar Jain says, “We are delighted to sign Sonam K Ahuja as a brand ambassador for our brand Traworld as she is the true embodiment of what the brand stands for. We see a deep connect with regards to her style and the elite urban population who can easily relate to her as their fashion icon. We couldn’t have had a better choice to represent the brand than her and Makani Creatives also delivered phenomenally well on brand positioning and marketing with their creative acumen.”
He further added that, “We have taken a woman as our brand ambassador, which is first of its kind for an Indian luggage brand to do so. The fashion goes well with women folk and this would give us edge over others in the industry.”
Sonam Kapoor Ahuja adds, “I am super excited to endorse premium luggage brand Traworld. The brand goes well with my style statements and is in tune with my choice of fashionable and stylish bags. Since I am a frequent traveller and I literally live out of my luggage, I am cautious of the brand I would carry as it’s just not a brand but something that defines my personality. I can personally relate to the brand as it strongly relates to fashion. The brand will surely win the hearts of people who are always on a lookout for trendy and stylish bags while they are travelling”,
Traworld is available in all leading retail stores across the country. It is also available in general trade through large distribution network of 3500 MBOs spread across seven States. The brand is also available on online platforms like Amazon, Flipkart, Myntra, Amazon, Snapdeal, Indiamart and Paytm Mall to name a few. With our current association we are sure we will be able to further enhance the brand visibility across India.
Traworld is a luggage brand for the premium travellers. Traworld brand has achieved sizable business and has presence across all major metros and other major cities in the country. The brand presence on the online platforms is very strong. The addressable market for Traworld luggage brand is Rs 6,000 core.
The brand is owned by High Spirit Commercial Ventures, leading luggage bags manufacturer and exporter. The company has registered revenues of Rs. 250 crore for the year ended 31 March, 2018. The company also owns leading brands like Priority, Humpty Dumpty and Hashtag to cater to multiple segments in the backpack segment.
The company has offices in 10 major cities of the country and has a distribution network of 10,000 points of sale spread across India. The company is the sole licensee of all top cartoon characters.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
