Siddhant Chaturvedi debuts as a singer for American Tourister’s new campaign

After a successful Bollywood acting debut, Siddhant Chaturvedi is now trying his hand at a singing career.  He will mark his singing debut with American Tourister, alongside the bubbly Ananya Panday in a vibrant new campaign—“Everyone’s In”! Also featuring Jonita Gandhi, the ad is a blend of music and acting, crafted into a memorable summer anthem. Instead of an ad film, the brand’s new campaign is more of a music video.

The Ideology

Today’s Gen Z's favourite tool is the skip button when it comes to ads while scrolling. Seeking their attention is as fleeting as a social media story, so American Tourister has packed its marketing expertise into an unconventional suitcase loaded with a full-fledged music video, i.e. more commercial than the commercial advertisement.

“Everyone’s In”- The musical reel, not an advert

Sony Music has collaborated with Famous Innovations in this upbeat music video, which celebrates the spirit of all-embracing travel, where everyone has a story to tell. Siddhant Chaturvedi and Jonita Gandhi bring the travel track alive with their energetic voice, set to the catchy composition and lyrics by Vayu Shrivastav.

The luggage brand's campaign, 'Everyone's In', featuring Bollywood actors Ananya Panday and Siddhant Chaturvedi, is not an advert, but a bona fide musical offering, prompting listeners to add it to their playlists rather than simply skipping it or enduring it.

American Tourister – The Efficient Marketers

American Tourister travelled alongside cricket legend Virat Kohli for eight successful years. However, Anushree Tainwala, Executive Director of Marketing at Samsonite South Asia, now feels that Virat has completed his journey and has become a mature player. The brand now needs a fresh entity to draw Gen Z’s attention and pivot towards younger audiences.

The tagline "Everyone's In” is a take on Gen Z's approach to travel, and mingling across new cultures and tourist sites. Interestingly, the campaign is a music-first campaign for American Tourister.

Unveiling Siddhant's Singing Talent

Siddhant's role as a singer wasn't part of the original script. With no initial plan, it started when he casually revealed his vocal talents, and the rest is marketing history.

Media Plan

Not only YouTube, but the track has been strategically placed across streaming platforms like Spotify and JioSaavn, targeting music enthusiasts wherever they are available. Shorter ad versions will also be played in IPL broadcasts, besides various digital platforms.

The winning concept

This audio-first approach from American Tourister was intentional and designed to create content which people would not want to avoid. The music video cum advertisement was first launched on Sony Music India’s YouTube channel and has crossed over 7 million views already, proving it is a HIT.

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