MUMBAI: Turns out Jasprit Bumrah isn’t just bowling over batsmen, he’s now bagging business deals too. The ace pacer has stashed more than travel gear in his suitcase this season, revealing his investor role in sustainable luggage brand Uppercase but not before forgetting (almost) to tell his wife, Sanjana.
In a cheeky break from boardroom-style announcements, the brand unzipped the news with a five-part digital campaign titled Batana Bhool Gaya (roughly, “Oops, I forgot to mention”), where Bumrah’s forgetfulness sparks a series of comically awkward exchanges at home. The punchline? Sanjana knew all along and in true plot-twist fashion, was the one who nudged him towards investing in the brand in the first place.
The series cleverly balances playful domestic banter with uppercase’s core pillars durability, sustainability, thoughtful design, and its Made in India ethos while letting fans in on the real chemistry between cricket’s golden couple. Bumrah, exclusively repped by Rise Worldwide, shifts from ambassador to stakeholder in what might be the most charming investor reveal to date.
Talking about the new partnership, Uppercase MD & founder Sudip Ghose said, “While Jasprit has been a valued part of our journey so far, I’m equally delighted to welcome Sanjana to the uppercase family. With luggage being such a personal and family-driven category, having both of them onboard brings a unique and balanced perspective. Their combined inputs will be instrumental in shaping the next chapter of uppercase.”
Uppercase head of marketing Ramya Ramachandran shared her thoughts on the key aspects of the campaign, “With this campaign, we wanted to go beyond a standard investor announcement. When someone like Jasprit transitions from brand ambassador to investor, it’s not just a business decision it’s a powerful statement of trust, belief, and long-term commitment. Rather than make a transactional announcement, we chose to tell a story one that’s engaging, relatable, and rooted in authenticity.”
She further added, “That’s how ‘Batana Bhool Gaya’ was born. The five-part digital series brings out the playful chemistry between Jasprit and Sanjana, which their fans love, while also giving viewers an inside look into what makes uppercase unique, which is our focus on sustainability, thoughtful design, and functionality. We believe stories like these leave a more lasting impression than any announcement ever could.”.
“I’ve always believed in making intentional choices whether in cricket or life. uppercase stood out to me not just for their products, but as a brand with a purpose. Both Sanjana & I are proud to champion this Made-In-India brand,” said Jasprit Bumrah, who is now both investor and brand ambassador for Uppercase.
On this new partnership with Uppercase, Sanjana Ganesan said, “I am really happy to be a part of the uppercase family. It’s a brand that stands for its focus on sustainability, clever design, and proudly Made in India roots. I’m looking forward to shaping ideas that make travel smarter, easier, and more relevant for today’s generation of travellers.”
As the campaign rolls out across platforms and retail touchpoints, this isn’t just another cricketer-backed brand deal. It’s a refreshing love letter to sustainability, storytelling, and the occasional selective memory proof that sometimes, forgetting to share good news can lead to even better stories.
