Mumbai, May, 2025: American Tourister, one of the most fun and vibrant travel gear brands under the Samsonite portfolio, is setting the tone for the travel season with its energetic and inclusive new campaign ‘Everyone’s In’. Thecampaign celebrates the spirit of today’s youth, who see a great life as one enriched by new experiences and meaningful connections, where every journey is more rewarding in an open, inclusive world. Anchored by a vibrant, feel-good campaign song in collaboration with Sony Music, the campaign aims to resonate with young, socially connected travellers who are all about exploring, vibing, and creating memories with new friends.
The highlight of the campaign is a 2-minute original track that brings together the charisma and chemistry of celebrities Siddhant Chaturvedi and Ananya Panday. Sung by the soulful Jonita Gandhi and Siddhant himself, the track is an outdoorsy, foot-tapping number that mirrors the carefree and adventurous spirit of a road trip where strangers become friends. Set against scenic outdoor backdrops and brimming with stylish visuals, the music video captures Siddhant and Ananya vibing together, exuding that spontaneous “let’s hit the road” energy. The campaign’s film edit, a punchy 20 sec edit will be used for IPL whereas a 30 second version will appear on digital channels giving audiences a quick dose of wanderlust and style.
The collaboration with Sony Music adds a unique edge to the campaign, blending pop culture with a travel-forward message. With a tune that’s instantly catchy and visuals that feel like your dream getaway, “Everyone’s In” speaks to the spirit of today’s youth: spontaneous, social, and always ready to explore.
Anushree Tainwala, Vice President – Marketing, Samsonite South Asia said “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.”
Raj Kamble, Founder & Chief Creative Officer at Famous Innovations, speaking on the campaign commented “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!”
Alongside the anthem, American Tourister is upping the fun with engaging social media activations designed to bring strangers together and spark real-life connections. In line are also unique collaborations with influencers and actors Rohit Saraf, Taaruk Raina, Ahsaas Channa and Abhinav Sharma. From The AT Mix-Up Table to the AT Lucky Seat Challenge, fans can interact in exciting ways at multiple SOCIAL venues. Whether it’s sitting with strangers for a chance to win or switching seats mid-match to unlock surprise rewards, the activities are tailored to mirror the vibe of the campaign, breaking the ice and bringing everyone in.