Zouk is giving its bags a more personal role in its latest campaign with brand ambassador Kriti Sanon, turning an everyday accessory into a companion that stays by your side through different moments. Titled ‘Always Holding Your Hand’, the campaign takes a playful approach to the familiar relationship people have with their bags. Rather than showing the product simply as a fashion accessory, the film personifies the bag and imagines it as the one doing the holding.
The idea comes alive through a lyrical narrative featuring Sanon, who brings warmth and relatability to the campaign. It marks the second year of her association with Zouk and is being rolled out across the brand’s digital and social platforms.
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.”
The campaign continues The Script Room’s work with Zouk, following earlier collaborations that have focused on placing Indian design within a contemporary fashion and lifestyle context.
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.”
Founded by Disha Singh, Zouk combines Indian craft traditions with contemporary lifestyle products. The brand began with bags before expanding into a wider product portfolio.
