Sustainable travel gear brand Uppercase has launched its latest digital campaign, Batana Bhool Gaya, featuring cricketer Jasprit Bumrah and his wife, TV presenter Sanjana Ganesan. The five-part video series blends humour, sustainability, and storytelling to mark Bumrah’s transition from brand ambassador to investor in the company.
The campaign follows a fun narrative where Bumrah forgets to tell Sanjana about his investment in Uppercase—only for her to find out through a newspaper headline. What follows is a series of playful exchanges, ultimately revealing that Sanjana was already in the know and had even introduced Jasprit to the brand’s founder, Sudip Ghose.
Each film showcases different features of Uppercase’s eco-conscious travel products while highlighting the couple’s chemistry. “We wanted the campaign to go beyond a typical investor announcement,” said Ramya Ramachandran, Head of Marketing at Uppercase. “It’s about trust, purpose, and storytelling rooted in real relationships.”
Sudip Ghose, MD and Founder of Uppercase, welcomed Sanjana to the brand’s journey, noting the value of their joint input in a family-centric category like luggage. Uppercase’s sustainable mission is central to the campaign, with over 2.4 million plastic bottles recycled and 192,000 kg of CO₂ saved to date.
Bumrah stated, “I believe in intentional choices—uppercase stands for purpose and performance.” Sanjana added, “It’s exciting to contribute to a brand redefining travel with sustainability and smart design.”
The campaign is live across social media, digital platforms, and continues to grow Uppercase’s presence in India.
