Why does Samsonite collaborate with personalities like Virat Kohli?

A major celebrity as a brand ambassador hasn't stopped some firms from enlisting the help of influencers to expand their reach and market. For example, Samsonite India has had Virat Kohli as its brand ambassador since 2017 and has used him in several ads. However, the company also significantly relies on influencer marketing, which allows them to experiment with content and engage in two-way conversation with the audience.

Anushree Tainwala, Executive Director, Samsonite South Asia, spoke with us about why Kohli was the ideal fit for the company, dealing with influencers, and growing into tier cities.

"In 2017, we were looking for a local ambassador for the Indian market who could compete with international ambassadors, and we chose Virat Kohli." The argument is still valid today, as he represents someone who is the greatest in his class and the best at what he does. He is not ashamed of his success and has become a great figure and idol for the younger generation. Sports transcends geographical boundaries. We will continue working with Kohli."

Samsonite India also relies extensively on influencer marketing, which allows them to experiment with content and engage in two-way conversation with the audience. "We work with influencers because of the reach they provide." Choosing the correct influencers is also critical; they must fit in, gel with, and have some synergy with the brand. "The beauty of the digital space is that it allows us to delve deeper into the concept," Tainwala explained.

Samsonite recently collaborated with influencers and celebrities on a campaign.

Tainwla also stated that they had worked with and would continue to work with South celebs.

She stated that while 15% of their revenue comes from online, 85% of their business comes from offline shopping.

Tainwala also discussed the brand's aspirations for expansion in tier 2 and 3 cities. "We're expanding into tier 2 and tier 3 cities." Distribution is a major priority. The product must be distinct as well as regionally tailored."

Tainwala claimed that "a third of our budget is on TV, a third will be on print, cinema, OOH, and a third will be in digital."

Tainwala remarked of the marketing strategy used to reach a diverse audience, "We're a consumer-obsessed company." The goods and pricing are designed with the consumer in mind."