MUMBAI: In a season packed with sixes and sponsorships, one fashion-forward brand has knocked it out of the park with a handbag. Zouk, the proudly Indian and 100 per cent vegan lifestyle label, has stormed the Indian Premier League 2025 ad roster with its new campaign ‘A Bagful of You’, fronted by actor Kriti Sanon.
This isn’t just a brand break; it’s a cultural statement. Featuring on Connected TV via JioStar during prime-time matches, Zouk is one of the rare women-led disruptors to enter a space traditionally monopolised by FMCG giants, fintech players, and frothy beverage brands. But as the game evolves, so does its audience and Zouk’s play is as smart as it is stylish.
According to YUMI’s 2024 data, women make up nearly half of IPL’s urban and rural audience, a stat that may surprise the armchair analyst but not the brand. Zouk is speaking directly to this influential cohort with a message that blends heritage, confidence, and conscious fashion.
By showing up in the middle of India’s biggest cultural moment, Zouk isn’t just flaunting bags, it’s flaunting purpose. The brand’s vibrant campaign isn’t shy about taking up space, much like the women it celebrates. Every product in Zouk’s line reflects its mission: functional fashion rooted in Indian aesthetics, with zero compromise on ethics or style.
Commenting on the landmark moment Zouk founder Disha Singh said, “This is more than just an ad placement, it’s a statement not just for Zouk, but for every homegrown, women-led brand with big dreams. To be on the IPL stage, a platform that unites India is a celebration of how far we’ve come and where we’re headed. We’re proud to lead this change, representing the fearless spirit of the modern Indian woman who is confident, expressive, and ready to be seen and heard. Our campaign with Kriti Sanon, ‘A Bagful of You,’ is rooted in self-expression and everyday pride, and IPL allows us to tell that story to millions of Indians in a moment they truly care about.”
Echoing the sentiment Zouk co-founder Pradeep Krishnakumar added, “IPL has long been dominated by legacy, male-focused advertisers but the landscape is shifting. We saw a clear opportunity to break the mold and engage a new, diverse generation of consumers who value purpose and identity. Our presence in IPL 2025 isn’t just about visibility; it’s about making a bold cultural statement.”
With the leather-free label now batting on the biggest field in Indian advertising, it’s clear: Zouk isn’t just in the game, it’s changing how the game is played.
Leave a Reply