When a legacy travel brand famous for innovations meets a visionary designer renowned for reshaping Indian couture—something iconic is bound to happen. Manish Malhotra x Samsonite is more than a collaboration — it’s a landmark moment that reimagines what luxury luggage can look and feel like. And Social Beat brought this collaboration to lifewith a campaign that felt just as elevated, stylish, and statement-making as the collection itself.
The idea was simple: don’t just launch a bag—launch something rare, desirable, and bound in legacy.
The pre-buzz kicked off with subtle sightings of Manish Malhotra himself carrying the bag. No big reveal, no overt branding—just intrigue. This was followed by a curated wave of influencers who seamlessly seeded the collection into their worlds, helping the bag quietly (but powerfully) claim its place as the accessory of the season.
At the centre of the launch is a hero film that brings to life the idea of elegance meeting exclusivity. It showcases how everyone walks their own path in their own unique style, projecting the bag as an extension of their distinct self. Clean silhouettes and sharp frames mirrored the bag’s sleek elegance, while grunge-laced interiors brought in a raw edge. Esoteric by intent, the film carried Manish Malhotra’s refined aesthetic without ever spelling it out. A quiet, confident storytelling that lets the product do all the talking.
Anushree Tainwala, Executive Director at Samsonite South Asia, shared: “This collaboration was a milestone for Samsonite—a fusion of our legacy of innovation with Manish Malhotra’s timeless design sensibility. The campaign was crafted to reflect the sophistication of the collection while introducing a bold, fashion-forward chapter in the Samsonite journey.”
Ashish Tambe, National Creative Director at Social Beat, added: “The campaign had to evoke the emotion of owning a statement. The creative had to tick all the boxes that a launch must—from a brand and product lens—but at the same time, move beyond the tactical and create an aura of a fashion-first international traveller.”
Vikas Chawla, Co-founder of Social Beat, said: “Collaborating on this unique launch combines our capabilities across creative, films, media and technology. The goal was to build a campaign that did justice to the grandeur of the Manish Malhotra x Samsonite collaboration, and our team brought that vision to life across platforms with creativity, passion, and precision.”
The campaign unfolded as a full-fledged 360° digital experience — with a social media content strategy built around Manish Malhotra, influencer marketing to amplify reach, and sharp media planning & buying to drive results. Bold hoardings and luxe in-store setups brought the buzz offline, creating a seamless blend of digital and physical presence.
With striking visuals, a bold film, and a sharp digital rollout, the campaign did more than drop a collection—it redefined what luggage can be. Because when icons come together, travel doesn’t follow trends. It sets them.
