Safari Luggage Partnership

Safari Luggage Partnership Boosts Brand Awareness

In May 2025, Travel Sentry teamed up with Safari Luggage in a major marketing partnership in the luggage industry.

The campaign was designed to build brand awareness, educate travelers and meet the rising demand for luggage in India’s growing middle-class market.

Many consumers believe TSA-accepted locks are mostly relevant for travel to the United States. In reality, these locks are recognized in over 75 countries and more than 750 major airports worldwide.

Through this campaign, Travel Sentry and Safari raised awareness of the importance of using TSA-accepted locks to protect belongings and ensure smooth security checks internationally.

Campaign at a Glance

• 150 Safari stores nationwide - major in-store displays.
• Social media and online retail push to reach a wider customer base.

Safari Luggage TSA lock display in India

Performance Highlights

From campaign launch through June 2025, online and social media activities effectively increased awareness and engagement. The strategy combined in-store presence with targeted social media marketing to produce strong awareness at both national and local levels.

Leadership Perspective

"It was important for our Senior Management team to be present and show our commitment to the Indian market and its growth. Launching our largest in-store campaign with Safari, India’s largest luggage brand on the market is significant in educating the Indian travelers of all the benefits of our system," — Maya Hall, CEO, Travel Sentry.

“We are excited to partner with Travel Sentry, the global standard in airport travel security. Our common purpose is to ensure that Indian consumers have a more convenient and secure experience at airports when they travel internationally.” — Mr Sudhir Jatia, Managing Director, Safari Luggage. 

Why It Worked

• Key player collaboration: Safari’s retail strength and Travel Sentry’s global security standard.
• Focus on consumer preferences - convenience, safety and modern design.
• Campaign design aligned with luggage market trends in India, especially smart luggage and travel security.

With markets expansion in Asia and rising demand for luggage worldwide, especially in North America, partnerships like this help luggage companies connect with new customers and stay ahead of trends.

Travel Sentry will continue to work with industry leaders to deliver high-quality products and smarter travel solutions.

Safari and Travel Sentry TSA lock campaign banner