Sasmsonite’s interesting branding strategy in Mumbai

Samsonite has launched a new multimedia campaign called “Tested like Samsonite” at the T2 Mumbai International Airport in association with Times OOH. The campaign showcases the brand’s range of products that undergo tough strength and durability tests, with high-profile advertising installations featuring Amitabh Bachchan, Yuvraj Singh, and Mithali Raj. 

The brand has strategically placed static and digital advertising formats at strategic locations throughout the airport, including an exclusive digital video wall placed at the security holding area entry point for maximum visibility. Overall, the campaign leverages the airport’s premium media, elite audience, and international reach to create a high impact for the brand.

Why airports?

Samsonite may have chosen airports as a branding platform for several reasons.

First, airports offer a unique opportunity to reach a diverse and high-value audience. As one of the busiest transit hubs in the world, Mumbai International Airport attracts travellers from around the globe, including business travellers, tourists, and other high-value demographics. These travellers may be more likely to purchase premium luggage and travel accessories, making airports an ideal location for a brand like Samsonite.

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Second, airports offer a premium media environment with high-impact advertising opportunities. The airport environment allows brands to create a large-scale impact through digital displays, outdoor installations, and other types of experiential marketing. These advertising formats can be strategically placed in high-traffic areas to maximise visibility and create a memorable brand experience for travellers.

Finally, airports offer an opportunity for brands to differentiate themselves from competitors by showcasing their products in a unique context. By emphasising the durability and strength of its products, Samsonite is able to demonstrate the value of its products in a context where travellers are likely to encounter a range of challenges, such as baggage handling and storage.

Samsonite’s decision to use airports as a branding platform reflects the unique opportunities that airports offer for reaching a high-value audience, creating a high-impact brand experience, and differentiating a brand from competitors.

Partnership with Rapport Outdoors

Rapport Outdoor is a global out-of-home advertising agency that specialises in creating and executing outdoor campaigns for brands. Samsonite collaborated with Rapport Outdoor and Times OOH to create a range of advertising installations that strategically target airport travellers.

These installations may include static and digital formats, such as billboards, posters, and video walls, placed in key locations throughout the airport to maximise visibility and create a consistent message. The use of high-profile brand ambassadors may also be considered a form of high-profile advertising, as these individuals have significant cultural influence and may help to increase the impact of the campaign.

Overall, the use of high-profile advertising and collaboration with outdoor advertising agencies like Rapport Outdoor may be part of Samsonite’s broader branding strategy to create a high-impact brand experience for travellers at the airport. By leveraging these resources, Samsonite may be able to differentiate its brand and products from competitors and create a memorable brand experience for consumers.

How is Samsonite’s branding strategy unique?

First, the brand is emphasising the strength and durability of its products through the “Tested like Samsonite” campaign. While many luggage brands may claim to offer durable and high-quality products, Samsonite is attempting to differentiate itself by showcasing the rigorous testing its products undergo. By making durability a central part of its brand messaging, Samsonite is aiming to create an emotional connection with consumers who may value the long-term quality and reliability of their luggage.

Second, Samsonite is leveraging the airport environment as a strategic location to reach a targeted and high-value audience. By partnering with Times OOH and Rapport Outdoor, the brand is able to create a high-impact brand experience for travellers using a range of advertising formats, including static and digital displays. This strategy may allow Samsonite to stand out from competitors and create a memorable brand experience for consumers.

Finally, Samsonite is using high-profile brand ambassadors like Amitabh Bachchan, Yuvraj Singh, and Mithali Raj to create a memorable brand message. By associating its brand with these celebrities, Samsonite is attempting to create an emotional connection with consumers and increase the impact of its messaging.

Samsonite’s branding strategy is unique in its emphasis on durability and strength, its strategic use of the airport environment, and its use of high-profile brand ambassadors to create a memorable brand experience. These factors may help Samsonite to differentiate itself from competitors and create a strong brand image among consumers.


  1. David Blake Avatar
    David Blake

    Mumbai Airport, T2 is one of the busiest airports in the world that caters to both national and international audiences. The airport is one such avenue that fits very well when it comes to premium media, elite audience, national and international audience, and scope of innovation. Samsonite has certainly efficiently optimized the airport media with the right strategy and plan in terms of executing innovation, tapping touchpoints, and creating a high impact for the campaign.

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