American Tourister, a vibrant travel gear brand under the Samsonite portfolio, has launched its energetic new campaign, “Everyone’s In.” This campaign celebrates today’s youth, who value life as an enriching journey filled with new experiences and meaningful connections. Its central theme highlights inclusivity and adventure, with the message that every journey is more rewarding when it’s shared in an open, social world.
The campaign features a 2-minute original track, blending the charisma of celebrities Siddhant Chaturvedi and Ananya Panday. Sung by Jonita Gandhi and Siddhant Chaturvedi, the song is an upbeat, foot-tapping anthem that captures the carefree, adventurous spirit of a road trip, where strangers turn into friends. Shot in scenic outdoor locations, the music video showcases the dynamic duo exuding the energetic “let’s hit the road” vibe. A 20-second edit of the campaign will air during the IPL, while a 30-second version will be shared across digital channels, offering viewers a quick dose of wanderlust and style.
Anushree Tainwala, Vice President - Marketing, Samsonite South Asia, shared, “Travel today is more than just the destination, it’s about the experiences, the people you meet, and the memories you create along the way. With Everyone’s In, we’re celebrating this shift in mindset. Our campaign is all about inclusivity, spontaneity, and youthful energy. The song reflects the same spirit that our travel gear stands for—stylish, reliable, and ready for every kind of adventure, whether it’s a weekend road trip or a spontaneous getaway. By partnering with Sony Music and tapping into talents like Siddhant and Ananya, we’re speaking the language of Gen Z and young millennials.”
The collaboration with Sony Music provides a fresh, pop-culture edge to the campaign, pairing a catchy tune with a travel-forward message that appeals to social, adventurous youth.
Raj Kamble, Founder & Chief Creative Officer at Famous Innovations, commented on the campaign: “With ‘Everyone’s In,’ we wanted to spark a new wave of energy that feels current, social, and unapologetically fun. The aim was to capture that spark of spontaneity with a fresh music-driven narrative, when you say yes to the unknown and meet new people. American Tourister gave us the perfect canvas to blend youthfulness with storytelling. This campaign is about making memories, not just travel plans, and everyone is invited!”
In addition to the anthem, American Tourister is engaging audiences through social media activations that encourage real-life connections. The campaign also includes collaborations with influencers and actors such as Rohit Saraf, Taaruk Raina, Ahsaas Channa, and Abhinav Sharma. The AT Mix-Up Table and AT Lucky Seat Challenge are among the exciting ways fans can interact at multiple SOCIAL venues, designed to reflect the campaign’s spirit of breaking the ice and making new friends.
With ‘Everyone’s In’, American Tourister is initiating a movement where music, friendship, and travel come together to make room for everyone at the table.
