Leading luggage manufacturer Samsonite has launched its campaign ‘Step Out with Harsha’ in order to build its brand image in the online media. This according to Samsonite will not only capture the online space but also create a buzz among net savvy people and those who love to travel. The blog contains videos of Harsha Bhogle, who travels across the globe, giving a first hand experience of his travel sojourns.
With around 12-15 per cent being invested out of Rs.50 crores that Samsonite has allocated for advertisements, the company will soon start e-retailing and commerce through the online medium. “This initiative is strictly for brand building and we are not trying to generate sales by providing discounts and giving offers to the consumers on the online media. But we expect this initiative to generate store revenues to the tune of Rs.50 crores,” said Subrata Dutta, managing director, Samsonite, South Asia Pvt Ltd.
Atul Hegde, CEO, Ignitee Digital Solutions, who is part of the campaign and responsible for spreading virality in the digital medium through Youtube, Facebook, Twitter, to name a few further added that the blog generated a viewership of around 1.3 million within 20 days of launch. “Apart from Facebook and megavideo.com, Youtube and rediffishare.com has grabbed around 75 percent of the total viewership. We also had contests on Facebook in which the person who asks the best question asked to Harsha Bhogle will get a chance to meet the cricket commentator in person,” said Hegde.
Samsonite’s new campaign will be updated once in four days and their next video will be coming shortly when Bhogle attends the India series in England.
– Mumbai Bureau