Zouk, an Indian vegan lifestyle brand, has launched its new campaign titled “A Bagful of You”, with actor Kriti Sanon leading the initiative. The campaign focuses on identity, self-expression, and cultural roots, using the handbag as a representation of the individual.
The initiative is not a standalone advertisement but a long-term brand platform. It will run during IPL 2025 on connected TV and extend across digital platforms including YouTube, Instagram, and Facebook. This marks Zouk’s entry into IPL advertising.
The brand will also take the campaign offline through physical touchpoints. The focus remains on showcasing its Indian prints and vegan materials across all channels.
Sanon, who is associated with the campaign as its face, will lead the narrative through a series of activations designed to connect with a wider audience. The campaign is structured to engage users across digital and offline spaces over time.
Zouk aims to use this platform to build deeper engagement with consumers who are looking for products aligned with their identity and values. The campaign is part of the company’s effort to strengthen its position in the Indian market through sustained visibility and targeted outreach.
Commenting on the launch, Disha Singh, Founder of Zouk, said, “With ‘A Bagful of You’, we wanted to spotlight something that often gets overlooked – the silent strength, pride, and individuality of the modern Indian woman. She is everywhere. She’s in cities and small towns, boardrooms and classrooms, weaving tradition into ambition every single day. At Zouk, we build cultural continuity into daily life. Our prints are proudly Indian, our materials consciously vegan, and our purpose deeply personal. This campaign is an extension of the message that fashion serves beyond looking good, it honours one’s connection to their identity and culture.”
Kriti Sanon shared her personal connection to the campaign’s message as well, saying, “What spoke to me most about ‘A Bagful of You’ is that instead of selling an image, it’s a reminder of who we already are. What I carry says everything about what I stand for. Whether it’s a mood, a memory, or a moment of pride, it’s all part of me. So, beyond an accessory, it’s an extension of my personality, my roots, and my values. Zouk’s bags, with their beautiful Indian prints and cruelty-free materials, make that connection even stronger. When I carry a Zouk, I carry my culture with me, and I do it with pride.”