American Tourister has launched a new campaign titled “Made in Nashik. For the World,” highlighting Nashik’s role as the backbone of the global travel brand. The TVC celebrates the city where craftsmanship meets culture, showcasing daily life at the brand’s largest factory worldwide. The campaign pays tribute to the 25,000 families whose expertise and perseverance fuel American Tourister’s international growth. Shot through the lens of workers at the Nashik plant, the film blends precision engineering with the city’s cultural vibrancy — from riverbanks and bazaars to the rhythmic dhol and Paithani artistry. The campaign underscores how Nashik’s heritage flows into every product, with over 60 lakh units manufactured annually, including products for Samsonite’s other major brands.
The campaign is expected to resonate strongly with customers in Assam’s capital, where premium travel gear is gaining traction amid rising tourism and business travel. Retailers in say locally crafted global products appeal to consumers increasingly choosing durable and proudly Indian-made travel solutions.
“Our aim is to make every Indian swell with pride upon seeing an American Tourister,” said Anushree Tainwala, Executive Director – Marketing, Samsonite South Asia, noting that the film honors Nashik’s skilled workforce and their global impact. The campaign reinforces that when Nashik moves, the world moves with it.