Indian lifestyle brand Zouk has partnered with creative agency The Script Room for its latest campaign featuring brand ambassador Kriti Sanon. Titled ‘Always Holding Your Hand’, the campaign takes a familiar product truth, a bag being a constant companion and turns it into a playful narrative around dependability and emotional connection.
The campaign is now live across Zouk’s digital and social platforms.
As Zouk continues to expand its reach, the campaign is aimed at strengthening awareness among newer audiences while building the brand’s positioning as a contemporary fashion and lifestyle player. The communication uses a lyrical narrative to personify Zouk’s bags as companions that remain by consumers’ side through different moments.
With Sanon at the centre of the campaign, the film combines warmth and humour with the simple idea that people often look for something to hold on to, particularly during moments of uncertainty or excitement.
The campaign builds its narrative from the physical act of holding a bag and reimagines it from the bag’s perspective. Instead of the consumer holding the bag, the bag becomes the one “holding your hand”.
With the campaign, the brand continues its ongoing creative partnership with The Script Room while using Sanon’s second year as its ambassador to connect its Indian identity with a younger, contemporary fashion audience.
Link to the campaign:
Ayyappan Raj, Founder, The Script Room, said, “This is our fifth film for Zouk. Alisha and Namrata work with Aman and Chhaya as if they’re all colleagues (that’s just to compliment how lovely Aman & team are as clients). The campaign idea comes from the observation that people often hold on to things – from bags to phones – to feel more confident, or sometimes simply to anchor themselves. Telling the story from the bag’s perspective allowed us to flip that familiar behaviour – the bag that holds your hand. And yet again, beautifully shot by Sapna and produced by Garima at Entourage Films.”
Disha Singh, Co-Founder & CEO, Zouk, said, “As Zouk continues to scale and reach newer audiences, our focus is on finding new ways to tell our story while staying true to who we are as a brand. ‘Always Holding Your Hand’ captures that beautifully – it takes an everyday product and creates a warm, relatable emotional connection around it. As we strengthen Zouk’s position as a contemporary fashion and lifestyle brand, campaigns like this help us connect our Indian identity with the way newer audiences see and experience fashion today. The Script Room has been a wonderful partner in this journey; they deeply understand what we are trying to build, while always bringing a fresh and distinctive point of view to how we tell the Zouk story. Kriti brings the idea to life with an effortless warmth and relatability.”
