Zouk's Entry into IPL 2025 Marks a Milestone for Women-Led Brands

Zouk, an Indian lifestyle brand known for its 100% vegan and culturally inspired products, has taken a prominent step into the spotlight by launching a major campaign during the Indian Premier League (IPL) 2025. This move not only highlights the brand’s fashion-forward identity but also marks a defining moment for women-led businesses in the traditionally male-dominated IPL advertising ecosystem.

Zouk’s campaign, titled ‘A Bagful of You’, stars Bollywood actress Kriti Sanon and is being aired during prime-time IPL matches on Connected TV platforms via Jio HotStar. The campaign celebrates individuality, self-expression, and the essence of Indian design while promoting stylish and functional handbags that reflect a blend of heritage and modern aesthetics.

By participating in the IPL 2025 ad space, Zouk sends a clear message—it’s not just selling products, it’s championing a lifestyle that integrates tradition with contemporary values. The IPL, one of the world’s most-watched sporting events, offers unparalleled reach, and Zouk’s presence here reflects its ambition to lead cultural conversations.

Crucially, Zouk is tapping into a shifting demographic trend. Contrary to old assumptions, women now constitute nearly 46% to 47% of IPL’s viewership, according to 2024 data by YUMI. These women not only influence household decisions but also shape personal purchasing choices, making them a powerful audience. Zouk recognizes this change and is among the first new-age fashion labels to strategically claim space in an arena long dominated by legacy male-focused advertisers from the FMCG, Fintech, and Beverage sectors.

With digital viewership booming and Connected TV becoming mainstream, Zouk is aligning itself with mobile-first, purpose-driven consumers—both men and women—who prioritize authenticity and conscious fashion. This IPL campaign is as much about brand visibility as it is about reshaping narratives in Indian advertising.

Disha Singh, Founder of Zouk, emphasized the broader significance of the campaign: “This is not just about advertising; it’s a message of ambition and empowerment for all women-led brands. Being on a platform as massive as the IPL is a testament to our growth and the evolving Indian woman—confident, expressive, and unapologetically herself. ‘A Bagful of You’ is our tribute to individuality and everyday pride.”

Pradeep Krishnakumar, Co-Founder, added: “IPL advertising has long been the domain of established, male-targeted brands. We saw an opportunity to disrupt that norm and speak to a new generation that values identity, purpose, and diversity. Our IPL presence is more than just marketing—it’s a bold cultural signal.”

Zouk’s campaign signifies its evolution from a digital disruptor to a mainstream, category-shaping brand, aiming to connect deeply with India’s broad consumer base on the country’s most influential media stage. This move underlines Zouk’s commitment to empowering modern Indian consumers with purposeful, stylish, and culturally rooted fashion.