New initiative celebrates individuality, Indian heritage, and conscious fashion during IPL 2025
Zouk, the proudly Indian and 100 per cent vegan lifestyle brand, has launched its latest campaign, A Bagful of You, a heartfelt celebration of individuality, cultural pride, and the modern Indian woman. Fronted by National Award-winning actress and fashion icon Kriti Sanon, the campaign marks Zouk’s most ambitious storytelling initiative yet, debuting during IPL 2025 on connected TV and spreading across digital platforms such as YouTube, Instagram, and Facebook.
Far from being a one-time advert, A Bagful of You is a long-term brand movement that aims to connect emotionally with consumers through a relatable and inspiring message: a bag isn’t just an accessory – it’s a reflection of who you are. Zouk’s trademark Indian prints and cruelty-free materials are showcased at every touchpoint, reinforcing the brand’s commitment to sustainability and identity.
Disha Singh, Founder of Zouk, highlighted the campaign’s purpose: “With A Bagful of You, we wanted to spotlight the silent strength, pride, and individuality of the modern Indian woman. Whether she’s in boardrooms or classrooms, she weaves tradition into ambition every day. Our prints are proudly Indian, our materials consciously vegan, and our mission deeply personal.”
Kriti Sanon echoed the sentiment, stating, “What I love about A Bagful of You is that it doesn’t try to sell an image—it reminds us of who we already are. My bag reflects my personality, my memories, and my roots. With Zouk, I carry my culture with pride.”
The campaign’s immersive 360° rollout includes offline activations and retail visibility in Zouk’s exclusive stores across Mumbai, Pune, Bangalore, Lucknow, and Gurgaon. The brand has also expanded into women-first luggage, further solidifying its position as a provider of stylish and functional essentials for modern Indian consumers.
With over 15 lakh satisfied customers and backing from Titan Capital and the founders of Beardo and Mamaearth, Zouk continues to blend heritage with self-expression, turning everyday fashion into a celebration of self and soul.
