Uppercase’s ‘Batana Bhool Gaya’ Campaign with Jasprit Bumrah & Sanjana Ganesa

Uppercase’s latest campaign, “Batana Bhool Gaya”, ropes in Indian cricketer Jasprit Bumrah and his pretty wife Sanjana Ganesa in a series of five astonishing digital advertisements that are now available across multiple platforms.

The campaign launched by the sustainable travel gear brand Uppercase will feature Jasprit Bumrah, who is also an investor in the company. It is a mix blend of personal travel storytelling along with the brand values, delivering a fun, relatable storyline that will surely capture the audience's attention and emotionally engage with them.

The ‘Batana Bhool Gaya’ Effect.

The “Batana Bhool Gaya” humorous phrase will link with what happens when Jasprit Bumrah forgets to share his travel and investment plans with his wife, Sanjana. Instead of pre-hand information, Sanjana learns about the news through a newspaper headline, creating too many light-hearted situations between the couple. The campaign brings out the playful chemistry between the cute couple, Jasprit and Sanjana, and their fun banter stories will leave a more lasting impression than any other type of announcement could.

Final Fun Twist

The five-part digital series will highlight different strengths of uppercase products. The ultimate twist is disclosed when it is finally revealed that Sanjana not only knew about the brand investment from the start, but she was actually the one who first reached out to Uppercase founder Sudip Ghose and encouraged Jasprit Bumrah to consider the brand investment.

The New Partnership

Sudip Ghose, MD and founder of uppercase, said this about the new partnership, “While Jasprit was already on board, I’m equally delighted to welcome Sanjana to the uppercase family. With luggage being more of a family-driven category, having the couple onboard brings a unique and balanced perspective. Their combined contributions will be instrumental in shaping the future of the Uppercase brand.”

 The Vision

With this campaign, Uppercase has gone beyond a standard investor announcement. It’s a showcase of Jasprit's transition from a mere brand ambassador to an investor, laying down the foundation of a strong, powerful relationship of trust, belief, and long-term commitment.

In short, rather than making an old stereotype transactional partnership announcement, Uppercase chose to tell an engaging, relatable, and authentic story.

The campaign is now being promoted across digital platforms, social media, and retail.

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