American Tourister is back with yet another intriguing campaign to tickle your wanderlust bone! Staying true to its mission, the company encourages individuals to return to work, but more importantly, to return to travelling and exploring safely. Every time someone wants to take time off from work, they must overcome a significant impediment in the workplace: employers who are hesitant to sanction that well-deserved break. While individuals are known to make up bizarre reasons to leave, American Tourister intends to provide them with something that would assist them in having their leave approved. Is there a manager that has the authority to refuse a leave application straight from King Kohli?  

The digital campaign, #UndeniableLeave, incorporates a simple yet powerful activation in which a leave application is submitted on behalf of the employees, as stated by none other than Virat Kohli. Working professionals will have to remix these pre-made reels and share them with their bosses on Instagram. The result? A leave application no boss could deny! There were unique reels made for men and women to make the experience as realistic and smooth as possible. A great strategy to attract more people to vacation.

Anushree Tainwala, Executive Director - Marketing says “It’s a fact that people have the urge to travel, but work always gets in the way. This was a quirky and engaging way to put work in the back seat and get people to go on a well-deserved travel break.”

Pradnya Popade, Head-Marketing Communications says, “The craving to travel post-pandemic has increased ten-folds among people, but office commitments make it hard for them to do so as per their will. So, this campaign brought a fresh outlook towards the necessity of taking time-offs from work and igniting people to go traveling.

American Tourister brand ambassador Virat Kohli says, “With busy training and touring schedules, I know the importance of taking a break from work. This was a fun way to get that message across to young Indians.”