In a country where cricket is practically a second religion, it’s no surprise that brands continue to ride the wave. The latest to join the pitch? American Tourister, with a new India-specific campaign developed by Blak Labs, aimed straight at the nation’s cricket-loving heart.
But not every delivery hits the sweet spot.
The ad opens with a professional cricketer warming up for a big match, his American Tourister Alcove suitcase by his side-carrying not just gear, but a sense of purpose. The deep blue palette and high-energy score are clearly designed to stir emotion. The voiceover reminds us, “When you travel, life sometimes throws you a curveball.” A poetic line, no doubt. But does it land?
Douglas Goh, Head of Creative for Asia at Samsonite APAC & Middle East, explains, “Alcove is designed with all you need to stay in the game and achieve peak performance.”It’s a message built around resilience, agility, and readiness-qualities as relevant to travel as they are to sport.
Still, some viewers online are questioning whether the metaphor is strong enough. Others feel the execution leaves room for more storytelling. For a market saturated with emotionally-charged, cricket-driven narratives, this campaign may feel more like a safe shot than a sixer.
That said, the product itself is front and center. Alcove, American Tourister’s latest offering, appears to be pushing boundaries with sporty design, durability, and utility for active travelers-and this campaign may be more about subtle brand alignment than viral dominance.
Will it create the same buzz as travel ads from newer D2C challengers or campaigns with deeper social hooks? Maybe not. But in the crowded intersection of travel and cricket, American Tourister is making sure its luggage isn’t left in the pavilion.
