Uppercase, a leading sustainable travel gear brand, has launched its latest digital campaign titled “Batana Bhool Gaya”, bringing together cricket star Jasprit Bumrah and his wife, sports presenter Sanjana Ganesan, in a refreshing and emotionally resonant storytelling format. This campaign is not just a promotional initiative—it also marks Bumrah’s entry into Uppercase not only as a brand ambassador but also as an investor, showcasing his belief in the company’s long-term mission and values.

Campaign Narrative: Humor Meets Heart
The five-part digital film series brings to life a light-hearted story where Jasprit forgets to share the big news of his investment in Uppercase with Sanjana. Instead of a personal announcement, she stumbles upon the news through a newspaper article, leading to a humorous yet tender exchange between the couple. Each episode highlights key product USPs of Uppercase—like thoughtful design, durability, sustainable materials, and modern functionality—woven seamlessly into relatable day-to-day moments.

The twist? Sanjana knew all along! In fact, she was the one who first introduced Bumrah to the brand and even reached out to Uppercase founder Sudip Ghose, encouraging the partnership. This adds a deeper layer to the campaign—showing how Uppercase is not just a business investment, but a family-driven collaboration.

Founder and Brand Vision
Sudip Ghose, MD & Founder of Uppercase, shared his enthusiasm:

“While Jasprit has been a valued part of our journey so far, I’m equally delighted to welcome Sanjana to the uppercase family. With luggage being such a personal and family-driven category, having both of them onboard brings a unique and balanced perspective. Their combined inputs will be instrumental in shaping the next chapter of uppercase.”

Marketing With Meaning
Ramya Ramachandran, Head of Marketing at Uppercase, emphasized the depth of the narrative:

“This isn’t just about announcing an investor. It’s about telling a story that’s authentic and emotionally resonant. With Jasprit transitioning from ambassador to investor, we saw an opportunity to move beyond the transactional and create something meaningful—something that aligns with the brand’s values of trust, sustainability, and real connection.”

She adds that the playful chemistry between the couple allowed the campaign to strike a balance between entertainment and brand education, leaving a lasting impact on viewers.

Voices from the Couple
Jasprit Bumrah shared:

“I’ve always believed in making intentional choices—whether in cricket or in life. Uppercase stood out to me not just for their products, but for being a purpose-driven, Made-in-India brand that aligns with what Sanjana and I care about.”

Sanjana added:

“I am really happy to be a part of the uppercase family. It’s a brand that champions sustainability, clever design, and proudly Indian roots. I’m excited to shape new ideas that make travel smarter and more relevant for today’s generation.”

Sustainability at the Core
Uppercase has already recycled over 2.4 million plastic bottles and prevented 192,000 kg of CO₂ emissions, reinforcing its role as a frontrunner in sustainable travel solutions. With a growing retail footprint across India, the brand continues to drive awareness and preference among environmentally conscious travelers.

The campaign is being promoted across digital platforms, social media, and retail environments, aiming to strengthen consumer connection through a narrative-led approach.

Author: Sania Khan