‘Tested like Samsonite’ delivering a high decibel impact at T2, Mumbai Airport

Leading luggage brand Samsonite recently launched its Tested like Samsonite’ campaign at T2, Mumbai International Airport, in association with Times OOH. The category leader rolled out an extensive multimedia campaign across the departure and arrival terminal of the airport.   

Samsonite has taken the mainline campaign communication to the airport that highlights its range of products that undergo the toughest strength and durability tests before they are considered worthy for the end user. Featuring Amitabh Bachchan, Yuvraj Singh and Mithali Raj, the campaign compares hardships of life to strength and durability tests that Samsonite products undergo.

Leveraging location-based targeting, Samsonite zeroed upon the airport as an avenue to target premium decision-makers with the campaign. Mumbai Airport, T2 is one of the busiest airports in the world that caters to both national and international audiences. The Mumbai airport has already crossed pre-Covid passenger traffic in December 2022 with 1.5+ lakh traffic in a single day as per CSMIA. 

An eclectic array of high-profile advertising installations including static as well as digital formats has been taken by the brand to target airport travellers. In collaboration with Rapport Outdoor Advertising and the media expertise of Times OOH, the brand strategically road-blocked strategic locations at the airport to ensure consistency in communication and generate a high impact and recall. 

Additionally, an exclusive digital video wall has been used to build a larger-than-life impact for the campaign that constantly showcases the different product campaigns designed by the brand. The exclusive video wall is placed right at the Security holding area entry point as it is the common area for all passengers to proceed at the airport ensuring maximum visibility for the campaign.

“OOH is a strategic medium for advertising that offers assured results with the right optimisation of the media. 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 efficiently optimised the airport media with the right strategy and plan in terms of executing innovation, tapping touchpoints, and creating a high impact for the campaign,” says Sumit Chadha, Business Head, Times OOH.