Lifestyle brand Zouk has partnered with The Script Room for a new campaign featuring brand ambassador Kriti Sanon. Titled ‘Always Holding Your Hand’, the campaign uses the everyday role of a bag as the central idea, portraying it as a constant companion through different moments in a consumer’s life.
The campaign is live across Zouk’s digital and social media platforms.
The film uses a playful, lyrical narrative to personify Zouk’s bags as companions that stay with consumers through moments of excitement, uncertainty and everyday life. Sanon features at the centre of the campaign, which uses humour and warmth to build the idea around the bag being by the consumer’s side.
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 marks the second year of Sanon’s association with Zouk. Her involvement continues the brand’s communication aimed at connecting its Indian design identity with younger audiences.
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.”
The latest campaign is the fifth film The Script Room has created for Zouk. The agency and brand have worked together across Zouk’s communication over the past few years, with their work focused on translating the brand’s Indian design identity into contemporary communication.
Zouk was founded by Disha Singh after she identified a gap between India’s handicraft traditions and the design expectations of modern consumers. A visit to Kutch led to the creation of the brand, which began with bags and has since expanded into lifestyle products.
The new campaign continues the brand and agency’s focus on using everyday consumer observations to build Zouk’s communication.
