With its high-impact debut in the Indian Premier League (IPL) 2025 advertising schedule, Zouk—a completely Indian and entirely vegan lifestyle brand—became the acclaimed women-led brand to steal the show at the most watched cricket competition in the world.  In a high-profile premiere during India’s biggest sports event, the brand’s most recent campaign, “A Bagful of You,” which stars Bollywood actress Kriti Sanon, went live on Connected TV via Jio HotStar during prime-time marquee matches.

The ad, which was introduced during the 2025 Indian Premier League, celebrates uniqueness and ethnic pride.  This reflects the principles Zouk offers its clients: fashionable, useful, vegan, and firmly anchored in Indian aesthetics products. By participating in the IPL, Zouk is promoting a lifestyle that combines tradition, individuality, and contemporary fashion sensibility in addition to handbags.

Advertising during the IPL is a calculated move.  Despite popular belief, women now account for a sizable share of the league’s audience.  In India’s urban and rural regions, women make up between 46% and 47% of IPL spectators, according to YUMI’s 2024 viewership figures.  Women’s influence is evident as they increasingly affect personal and household purchasing decisions.  Entering a market that has historically been controlled by traditional male-centric advertising like FMCG, Fintech, and beverage firms, Zouk is one of the first new-age fashion businesses to acknowledge this change and take action.

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With Connected TV’s expanding reach and internet viewing growing quickly, Zouk is reaching a highly engaged, mobile-first audience. 

In order to reach consumers that value authenticity, purpose, and style—both male and female—the brand is taking advantage of this cultural moment. In addition to increasing attention, the campaign’s launch during the IPL promotes Zouk as a fearless, innovative company that doesn’t back down from a challenge.

“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,” said Disha Singh, founder of Zouk, in response to the historic occasion.  Being on the Indian Premier League stage, a venue that brings India together, is a celebration of our progress and future.”

“We are honored to be at the forefront of this transformation, embodying the bold nature of the contemporary Indian woman who is self-assured, outspoken, and prepared to be seen and heard.  The IPL gives us the opportunity to share our campaign with Kriti Sanon, “A Bagful of You,” which is based on self-expression and everyday pride, with millions of Indians at a time that matters to them.

Co-Founder of Zouk Pradeep Krishnakumar echoed the view, saying, “The IPL has historically been dominated by traditional, male-focused advertisers, but the landscape is shifting.”  We recognized a glaring chance to break the mold and connect with a fresh, varied generation of customers who respect uniqueness and purpose.  Making a strong cultural statement is the goal of our participation in the 2025 Indian Premier League, not only increasing our profile.

In the company’s transformation from a digital-first disruptor to a category-defining brand addressing a wider audience on India’s most potent media platform, Zouk’s IPL campaign represents a turning point.  By taking this action, the brand confirms its dedication to creating clothes with a purpose that appeals to today’s self-assured and conscientious consumer.