To engage Gen Z in a skip-happy, ad-fatigued world, American Tourister has launched a music-driven campaign, ‘Everyone’s In’, featuring Ananya Panday and Siddhant Chaturvedi. Rather than a traditional ad, the brand released a full-fledged music video through Sony Music, aiming for playlist adds instead of ad skips.
Following its split from longtime ambassador Virat Kohli, the brand pivoted toward a younger audience. Recognizing India’s deep connection with music, American Tourister partnered with Famous Innovations and Sony Music to create an anthem celebrating inclusive travel. The campaign highlights a surprising twist—Siddhant Chaturvedi sings in the video, an unplanned move inspired by a casual on-set chat.
The music-first strategy includes releases across Spotify, JioSaavn, and YouTube, with 200+ influencers supporting its reach. Shortened versions run during IPL broadcasts, and an OOH phase is planned for May.
The campaign also aligns with new product launches and will be followed by collaborations with a designer, Netflix, and The Smurfs. More than a one-off, ‘Everyone’s In’ signals a long-term shift in brand storytelling—one that places content, not just commerce, at the heart of marketing.