Homegrown lifestyle brand Zouk has made a powerful entry into the IPL 2025 advertising space with its vibrant new campaign, ‘A Bagful of You’, starring Bollywood actress Kriti Sanon. Airing during prime-time matches on Connected TV via Jio HotStar, this milestone positions Zouk as one of the first women-led, purpose-driven fashion brands to feature during India’s biggest sporting event.
With a 100% vegan product line deeply inspired by Indian aesthetics, Zouk celebrates individuality, culture, and conscious fashion. The campaign isn’t just about handbags—it’s about a lifestyle that reflects the strength and identity of today’s Indian women.
Data from 2024 shows that women now make up nearly 47% of IPL’s total viewership—a significant shift Zouk is tapping into with this campaign. Traditionally a space dominated by legacy male-focused advertisers, Zouk’s entry represents a pivotal moment in redefining visibility for modern, culturally rooted fashion.
Founder Disha Singh shares, “This is a moment of pride not just for Zouk, but for every ambitious, women-led brand in India. IPL is where the country unites, and we’re proud to be part of that celebration with a campaign that speaks of authenticity, confidence, and heritage.”
Co-founder Pradeep Krishnakumar adds, “We’re here to engage today’s consumer—one who values substance, identity, and representation. This isn’t just an ad campaign; it’s a cultural shift.”
The ‘A Bagful of You’ campaign represents Zouk’s leap from a digital-first disruptor to a national force, using India’s most-watched platform to connect with a wider, more inclusive audience. The brand’s message of style with purpose lands powerfully in a cultural moment that truly matters.
Catch the campaign during IPL 2025 and experience it on Zouk’s Instagram and YouTube.
