Safari luggage up for a creative review

Safari was on an advertising hiatus for over five years, but has plans on relaunching its range as well as revamping its brand imagery

Safari, the luggage brand from Safari Industries India, has called for a creative pitch. The brand was on an advertising hiatus; for over five years, Safari wasn’t advertised at all. In the good old days when it was advertised, Enterprise Nexus (now Bates David Enterprise) was the agency on the account.

“Yes, Safari was a brand that almost receded from the ad circuit,” admits Anand Kulkarni, regional sales manager, Safari Industries India. Furthermore, he says that market leader VIP raced ahead during this time. However, Safari plans to get back into the reckoning with a revamped range of its luggage portfolio, along with a new look and positioning as far as the branding goes.

“We hope to resurrect our brand, which is what we have briefed various agencies on,” adds Kulkarni. It is learnt that the presentations will happen sometime in the next week. Safari is reportedly in talks with Advertising Avenues, Orchard, Triton and Fortune Communications for the creative pitch, although these talks are quite preliminary as of now.

For the record, Safari will be pitched against competitors VIP, Aristocrat and Samsonite, when it jumps actively into the advertising arena. The campaign for the brand is expected to break by October this year. At this point, Safari is not on the lookout for a media agency (as the campaign release date is a while away), but after freezing on the creative agency, it will search for a media agency. Kulkarni says that the company will also be open to having its media buying and planning done out of the media division of its creative agency, if it happens to be equipped with one.

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