Why did India’s largest travel gear brand finally get a celebrity on board?

For nearly 84 years, American Tourister globally had let its travel-gear be the hero of its campaigns. Now it has decided to break the rule and got a celebrity on board for the first time in its history anywhere in the world – the Indian cricketer Virat Kohli on-board as its face. Why has India’s single largest travel gear brand and the second largest in the world (after Samsonite) decided to go for a celebrity? After all its not needed one since it was founded in 1933 by Sol Koffler in Rhode Island and later acquired by Samsonite in 1993. As per Anushree Tainwala, executive director - marketing, Samsonite South Asia, a celebrity will help in moving the brand towards its goals faster - on making American Tourister the only choice, across the country (in towns big or small), for all those who aspire to international styling and yet be affordable. see more....