Samsonite retains Karishma Initiative as its media partner

Lintas Media Group firm Karishma Initiative has retained the media mandate of Samsonite South-Asia. The travel luggage brand had called for a review of its media duties with a pitch in January.

"After evaluating all presentations, we felt that it would be in our best interest to continue with Karishma Initiative," said Sudip Ghose, director, marketing, Samsonite South-Asia, in a statement.

Samsonite is likely to invest about Rs50 crore in mass media and below-the-line promotions to support their expansion plans.

Karishma Initiative will continue to handle the media duties for Samsonite's entire portfolio, which includes Samsonite Black Label in the luxury segment, Samsonite for mid and upper market segments and American Tourister for the value-conscious customers.

NP Sathyamurthy, CEO, Karishma Initiative, said, "We have been associated with Samsonite for several years and we have grown together. It is going to be very rewarding for us to collaborate with the Samsonite team and celebrate the growing success of their brands."

The agencies that were in the fray for the account included Mindshare Media, Starcom Worldwide, OMD India and Madison Media.

The creative duties for the brand are handled by Contract Advertising.