Breaking Boundaries, One Over at a Time; Zouk Enters the IPL Arena with a Bold Statement for Indian Women and Modern Lifestyles.
Mumbai: Zouk, a proudly Indian and 100% vegan lifestyle brand, has made its high-impact debut in the Indian Premier League (IPL) 2025 advertising lineup, becoming a celebrated women-led brand to take the spotlight during the world’s most-watched cricket tournament. The brand’s latest campaign, ‘A Bagful of You’, featuring Bollywood actress Kriti Sanon, has gone live on Connected TV via Jio HotStar during prime-time marquee matches, making a high-visibility debut in India’s biggest sporting event.
Launched during IPL 2025, the campaign is a celebration of individuality and cultural pride.This mirrors the values Zouk brings to its customers: products that are stylish, functional, 100% vegan, and deeply rooted in Indian aesthetics. By showing up during the IPL, Zouk is not just promoting handbags, it is promoting a way of life that blends tradition, identity, and modern fashion sensibilities.
The decision to advertise during IPL is strategic. Contrary to common perception, women now make up a significant portion of the league’s viewership. According to 2024 viewership data from YUMI, female contribution to IPL audiences across India’s urban and rural markets ranges from 46% to 47%, across markets. As women increasingly shape both household and personal purchasing decisions, their influence is undeniable. Zouk is among the first new-age fashion brands to recognize this shift and act on it, entering a space traditionally dominated by legacy male-centric advertisers such as FMCG, Fintech and Beverage giants.
With the growing reach of Connected TV and the rapid expansion of digital viewership, Zouk is tapping into a highly engaged, mobile-first consumer base. The brand is leveraging this cultural moment to connect with both female and male shoppers who value authenticity, purpose, and style. The campaign’s rollout during IPL not only amplifies visibility but also positions Zouk as a bold and forward-thinking brand that isn’t afraid to challenge convention.
Commenting on the landmark moment, Disha Singh, Founder of Zouk, 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, Pradeep Krishnakumar, Co-Founder of Zouk, 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.”
Zouk’s IPL campaign marks a pivotal step in the brand’s journey from a digital-first disruptor to a category-defining brand reaching a broader consumer base on India’s most powerful media platform. With this move, the brand reaffirms its commitment to crafting purpose- driven fashion that speaks to today’s conscious and confident consumer.
Catch the heartwarming narrative of ‘A Bagful of You’ unveiled during IPL 2025