Zouk turns bags into companions in new Kriti Sanon film

Zouk has launched a new campaign that makes the bag something more than a carrying object: a companion that holds your hand. Titled ‘Always Holding Your Hand’, the film features brand ambassador Kriti Sanon and has been created with The Script Room. It is now live across the label’s digital and social platforms.

01 · A familiar behaviour, told from the bag’s side

The idea is built on a small observation: people hold onto a bag, a phone or something familiar to feel steadier in unfamiliar or self-conscious moments. The Script Room uses that insight to personify Zouk’s bags as calm, reassuring companions that stay with the user through the day. The film tells the story from the bag’s point of view, which turns the product from a prop into the narrator.

Ayyappan Raj, founder of The Script Room, describes the logic simply. “People often hold on to things—from bags to phones—to feel more confident, or sometimes simply to anchor themselves,” he said. “Telling the story from the bag’s perspective allowed us to flip that familiar behaviour—the bag that holds your hand.”

02 · A product truth becomes an emotional truth

For a fashion and lifestyle label, the shift matters. Zouk is not selling compartments, straps or materials in this film; it is selling presence, comfort and confidence. This is a classic example of product-as-character thinking: the brand gives the product a voice and a role, so the benefit becomes emotional rather than functional.

The campaign also leans on an insight that applies across categories. When marketers find the repeated, small behaviour a product already facilitates, they can dramatise it without inventing a new need. The consumer already reaches for a bag; the campaign simply names why.

03 · Why a second year with Sanon matters

This is Sanon’s second year as Zouk’s ambassador. The brand believes her warmth and relatability help connect its Indian identity and design-led positioning with younger fashion audiences.

Disha Singh, co-founder and CEO of Zouk, says campaigns like this help the label connect its Indian identity with the way newer audiences see and experience fashion today. For marketing teams, that continuity is worth noting: an ambassador who returns for a second campaign starts to carry the brand’s meaning, not just its logo.

04 · What marketers can borrow

• Give a functional product a first-person voice to move from features to emotional presence.
• Anchor the creative in a real, repeated consumer behaviour before you dramatise it.
• Use ambassador continuity to build recognition when the strategy is emotional, not transactional.

The campaign is a neat reminder that the strongest brand stories often come from a product truth that was always there. Zouk’s bags were already being held; the campaign simply gives that gesture a point of view.

Source: ETBrandEquity.com

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.