American Tourister and Indian Women’s captain Mithali Raj unite to support the men in blue through an anthem of support for the ICC Cricket World Cup and a campaigned that urges fans to share the song using #ChampionsAnthem in order to further drive team support.
The luggage brand’s activation, conceptualised by agency Autumn Grey, is led by a hero music video fronted by Mithali Raj.
The song lyrics claim that this year history shall repeat itself and that 2019 will echo with victory when our champions bring home the trophy.
The campaign emerged after American Tourister asked Indian cricket fans to deliver their personal messages and cheers for the team and these inputs were used to create the campaign anthem.
The hero spot was amplified across the brand’s online channels,
This anthem took me back to that winning moment of 2011. More power and love to the team! Goonje bas apna naam, India! #ChampionsAnthem. Extend your support to the boys by sharing this anthem by @AMtouristerIN and cheering the loudest. #AmericanTourister pic.twitter.com/Iu4FjVl1Or
— Gautam Gambhir (@GautamGambhir) June 3, 2019
and was supported by additional Cricket World Cup content starring cricket brand ambassador Virat Kohli.
American Tourister also extended its ongoing #YourAccessToTheWorld campaign – spearheaded by icon and captain of the Indian team ViratKohli.
The luggage brand aims to ‘capture the depths of emotion around the upcoming tournament’ with the launch its exclusive Champions Edition luggage: whose design and features have been inspired by the gentleman’s game.
As a special bonus, two of the bags also feature Virat Kohli’s signature and these are linked to a competition asking fans if they are ‘fast enough to catch the champions edition bag signed by Kohli by DM us the screenshot and prove #YourAccessToTheWorld’.
The creative promotes the brand’s special ‘Champions Edition Luggage’ which it positions as a product ‘set to win the nation’s hearts. Ab goonje gaa bas ek hi naam, India’.
“I’m delighted at the opportunity to participate in such a unique, innovative campaign – and for the perfect cause as well! As captain of the Indian women’s Test and ODI cricket team, I lead a team of players that come from every part of the country. They represent the very best India has to offer, and I’m proud to call them my teammates. Ahead of the men’s World Cup, it’s only our united support as a nation that will give our boys the motivation to bring back the trophy for a third time!” said Mithali.
“With the excitement building as we head into this year’s cricket world cup, I’m thrilled to introduce American Tourister’s newest campaign,” said Samsonite South Asia executive director marketing Anushree Tainwala.
“As the entire nation comes together to support our brave squad, this video serves as an outlet for our passion and excitement. With contributions from every gender, age group, and section of society, and led by the wonderful Mithali Raj, we’ve perfectly embodied the strength that lies in our diversity!”
Bodh Deb, VP and branch head, Autumn Grey Mumbai, added: “As an agency full of ardent cricket fans, everybody in the team was too eager to deliver on this campaign brief. So much so that we have been working on this campaign for the last six months and must have worked on at least six to seven rounds of ideas before we really zeroed on this one. A simple thought of an anthem crowd sourced from the fans and who better to feature in the anthem video than the legendary Mithali Raj. A heart felt message from the women’s ODI cricket team captain to the men’s ODI cricket team captain.”
The campaign was created for American Tourister by a team from creative agency Autumn Grey led by founder and CEO Anusha Shetty, VP and branch head Bodh Deb, with a campaign idea by Noopur Vasuraj and Hazel Dalby, anthem song lyrics by Yathartha Sharma and Amit Kumaran, campaign lead Eram Khan and a team that included Sasha Silvetser, Jane Sequeira, Yashas Patel, Soumyadeep Ghosh, Mohit Bhardwaj, Varun Vasaraj, Deepak Puttaramaiah, Kiran Kumar Matti, Rakesh Siddaramaiah, Kaveri Ganiger, Radhika Ajgaonkar, Kruthika R. Kumar, Aditi Vaidya, Harish Iyengaar and Ambica Bhatnagar.
The lead spot was directed by Ankit Dahiya, it was produced by Work In Progress Productions with executive producer Saurabh Khurana and musical director Haroon-Gavin.
Comment:
Activation built around a brand anthem is a common approach to leveraging a major sporting event and trying to build unity amongst fans.
Notable examples of this approach range from IOC partner Samsung’s ‘One World, One Anthem’ at the Rio Olympic Games in 2016 (see case study) to the recent reworking of the famous Three Lions anthem by X to support The Lionesses at the upcoming FIFA Women’s World Cup in France this summer (see case study).
As well as Kohli, another major sports star in the American Tourister ambassador stable is Cristiano Ronaldo.
Links:
American Tourister India
http://www.americantourister.in/
https://www.youtube.com/user/amtouristerin
https://www.instagram.com/amtouristerin/
https://twitter.com/AMtouristerIN
https://www.facebook.com/americantourister
https://www.pinterest.com/ATourister
Autumn Grey
https://www.autumnworldwide.com/
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