It's a copywriter's dream to crack a big tagline. I got the opportunity and I took it.

 

American Tourister was parting ways with Virat Kohli and we needed a tagline to bind their story together. After workshopping the brand with the clients, brainstorming with the strat team, and a thousand taglines later, "Everyone's In" was born. To show how travel becomes more fun and meaningful when Everyone's In. 

 

Though I wasn’t part of the final leg, I was closely involved in the early stages. From cracking the music video idea, finalizing the initial lyrics (with the agency and client) to pitching the song to Sony Music, it’s been my absolute privilege to see this tagline live and thrive.