Mumbai,
October 22, 2025 : American Tourister
has rolled out its new campaign, “Made in Nashik. For the World,” a film that
profiles the city behind the brand’s global journey. At Nashik—the brands
largest factory in the world—craftsmanship and skill come alive. This campaign
is a tribute to the pride, scale, and people who power American Tourister’s
journey as a global travel icon.
The TVC
portrayed through the worker’s lens at the Nashik plant— where the
precision of manufacturing craft blends seamlessly with the vibrant craft and
culture of Nashik — from riverbanks to bazaars, from the beat of the dhol
to the beauty of Paithani—the campaign captures the heart of Nashik in every
detail. This narrative captures how the city’s deep-rooted tradition of
craftsmanship flows through the factory each day, personified by the
perseverance of people who drive the brand forward.
Each
worker brings expertise, skill, and passion to their craft, creating products
that journey to millions of customers worldwide. With 25,000 families connected
to the brand, the film highlights how an entire community puts its heart and
soul into building luggage that represents India on the global stage.
"Scale
here is more than numbers — it’s a symbol of pride. Nashik is home to American
Tourister’s largest manufacturing facility, where over 60 lakh units take shape
every year. This factory also shapes Samsonite’s other iconic brands, making
Nashik a place where local craftsmanship meets global travel
dreams." Every piece of luggage that leaves Nashik is both a
testament to its people’s heritage and proof of the city’s role as a powerhouse
of modern manufacturing.
“Our
aim is to make every Indian swell with pride upon seeing an American Tourister.
This is not luggage — this is Nashik’s skill, fuelling global travel,” says
Anushree Tainwala, Executive Director - Marketing, Samsonite South Asia. “The
campaign reflects our deep gratitude to the thousands of hands and hearts in
Nashik whose dedication has helped American Tourister earn the trust of
travelers across the world. By showcasing their stories and celebrating their
heritage, we want every consumer to know that behind every journey stands the
spirit of Nashik,” she adds.
Nashik
has long been celebrated for its temples, its music, and its cinema legends.
Today, it also powers the world’s travel. Every bag that rolls out of the
Nashik plant is a story of skill, tradition, and community — a symbol that
says: When Nashik moves, the world moves with it.
Campaign
Link: https://www.youtube.com/watch?v=OwjwKmOUaHY
Production
House: Climb Films
Creative
Director: Shankaar Kamble
Creative
Agency: Famous Innovations Pvt. Ltd.
PR
Agency: Frangipani Communications
About
American Tourister
American Tourister is a global luggage brand owned by
the Samsonite Corporation, founded in 1933. The operations in India are at
Nashik, Maharashtra where global design is coupled with Indian craftsmanship.
American Tourister has decades of experience with continual innovations to make
products that help millions of travelers explore with confidence.