Tag: Samsonite

India – Madison Media Infinity, a division of Madison World, has been appointed as the media agency of record (AOR) for Samsonite India, overseeing its traditional and digital media strategy.

As part of this mandate, the agency will oversee Samsonite India’s traditional and digital media strategy, covering TV, print, radio, cinema, outdoor, and digital platforms.

Samsonite India, a subsidiary of global luggage company Samsonite International, offers a range of travel products, including luggage, backpacks, and accessories. The company’s portfolio also includes brands such as American Tourister and Kamiliant, which will be part of the agency’s mandate.

Anushree Tainwala, vice president of marketing at Samsonite India, commented, “Samsonite has always been at the forefront of creating high-quality, durable luggage & travel accessories with a strong focus on innovation, continually adapting to evolving consumer needs.”

“This strategic partnership with Madison, known for their impactful & integrated media strategies, is a perfect match to further propel our brand’s leadership in the market. With a shared commitment to innovation and excellence, Madison’s expertise will play a key role in our vision to make Samsonite brands the preferred travel companion in India,” Tainwala added. 

Meanwhile, Abhik Banerjee, COO of Madison Media Infinity, said, “We are excited to partner with Samsonite India and look forward to driving impactful media strategies across both traditional and digital platforms to strengthen their brand presence.”

Indonesia – Dentsu Indonesia and Samsonite have teamed up to launch ‘Scholar Panel,’ a noise-reducing solution made from recycled luggage waste to combat aircraft noise pollution in schools near Soekarno-Hatta Airport.

The Scholar Panel initiative is part of Samsonite’s annual trade-in program, developed in partnership with Kamal 09 Elementary School to repurpose discarded suitcases that would otherwise end up in landfills. Schools near Indonesia’s airports often experience noise levels exceeding WHO safety standards, posing risks of hearing loss and long-term health issues for students.

The Scholar Panel consists of noise-deflection panels made from over 2,000 discarded suitcases. Each panel is constructed with layered materials, including 2 cm-thick recycled luggage panels, a glass fibre-reinforced concrete board, and a steel frame. Positioned at a 30° angle, the panels help redirect aircraft noise from planes flying at 6–7.5°, reducing classroom noise levels by up to 40 dB.

The design and installation of these panels were guided by extensive research in collaboration with architects and acoustic consultants to maximise noise reduction and improve the learning environment for students.

Aldila Adininggar, senior marketing communications manager at Samsonite Indonesia, commented, “At Samsonite, we believe travel should not only bring comfort but also create a positive impact. Partnering with Dentsu Creative Indonesia has allowed us to transform an often-overlooked challenge into a meaningful solution. Their expertise in concept and execution has been instrumental in bringing Scholar Panel to life.”

“This initiative goes beyond upcycling—it’s a testament to our commitment to sustainability and innovation, turning our trade-in program into a force for real change in communities,” Adininggar added.

Dentsu Indonesia led the development of the Scholar Panel initiative, overseeing research, design, execution, and communication strategies to support its implementation.

Since its implementation, Scholar Panel has been installed in schools serving over 2,500 students and has drawn attention from both the public and government. The Indonesian government has since committed to expanding the initiative to more schools in Jakarta and across the country. The project has also received industry recognition and media coverage, generating 975 million IDR in PR value and 101 million impressions.

Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, shared, “Scholar Panel is a testament to the power of creative problem-solving and collaboration. Our team immersed themselves in understanding the challenge—conducting on-ground research and analysing acoustic data to uncover the best possible approach. Through rigorous ideation and prototyping, we developed a solution that not only repurposes Samsonite’s discarded luggage but also effectively mitigates noise pollution. It’s a perfect example of how cross-collaboration and strategic creativity can turn a pressing issue into a tangible and meaningful impact for students.”