Zouk, the Indian, cruelty-free lifestyle brand, has teamed up with creative agency The Script Room for its latest campaign starring brand ambassador Kriti Sanon. Titled ‘Always Holding Your Hand’, the campaign is now live across Zouk’s digital and social platforms and turns the everyday role of a bag into a story about companionship.
The idea stems from a simple observation: people hold on to things, from bags to phones, to feel more confident or simply to anchor themselves. Telling the story from the bag’s perspective flips that behaviour, giving us a bag that holds your hand. Through a playful, lyrical narrative, Zouk personifies its bags as dependable companions who stay through moments of excitement, uncertainty and daily life. Kriti Sanon anchors the film with warmth, humour and contemporary energy, reinforcing the idea that sometimes we just need someone by our side.
The campaign marks the second year of Sanon’s association with Zouk and supports the brand’s push to reach newer audiences while strengthening its position as a contemporary fashion and lifestyle label. It is the fifth film The Script Room has created for Zouk, continuing its work of making Indian design relevant to a new generation. The film was shot by Sapna and produced by Garima at Entourage Films.
Ayyappan Raj, Founder, The Script Room, said the flip in perspective let the team reimagine a familiar behaviour. Disha Singh, Co-Founder and CEO of Zouk, said the film creates a warm, relatable emotional connection around an everyday product, adding that Sanon brings it to life with effortless warmth. Zouk was founded by Singh after a visit to Kutch revealed a gap between India’s handicraft traditions and modern design expectations, beginning with bags.
