Devina Joshi

Triton wins creative, media duties for Safari luggage

Advertising Avenues, Triton and Fortune Communications reportedly participated in the pitch process

Safari, the luggage brand from Safari Industries India, has selected Triton as its agency following a multi-agency pitch process. Triton will handle both the creative and media duties for Safari. Anand Kulkarni, regional sales manager, Safari Industries India, confirmed this development to agencyfaqs!

Safari was also in talks with Advertising Avenues and Fortune Communications for the pitch, reveals Kulkarni, who adds that Triton’s comprehensive presentation did the trick.

The brand had been on an advertising hiatus; for the last 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.

Triton wins creative, media duties for Safari luggage
“Yes, Safari was a brand that almost receded from the ad circuit,” says Kulkarni, admitting 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 brand positioning. “So far, Safari had been playing the discount game, but we’re going to get out of that and be seen as a value-for-money brand,” adds Kulkarni.

Triton is tasked with resurrecting the brand from its slumber.

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.

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