She highlighted the importance of authentic storytelling in building consumer trust. She explained that Samsonite’s positioning, “aesthetic engineering” combined durability with sleek design.
This led to the “Tested Like Samsonite” campaign, which featured personalities like Amitabh Bachchan and Yuvraj Singh, who, like the brand, had endured challenges and emerged stronger. By focusing on real stories rather than the product itself, the brand built deeper connections with consumers. She believed that meaningful storytelling, rather than just viral content, earned lasting trust.
