Uppercase and Jasprit Bumrah Unveil ‘Batana Bhool Gaya'
sustainable travel gear
brand
uppercase
has taken an unexpected creative turn to announce its latest milestone—an investment by India's pace spearhead
Jasprit Bumrah
.
The announcement has made through the launch of the brand's new campaign, titled '
Batana Bhool Gaya
', a tongue-in-cheek series of five digital films that have gone live over the last few weeks across platforms.
Titled 'Batana Bhool Gaya', the campaign doesn't just announce that Bumrah is now an investor in the brand—it builds a story around what happens when he forgets to share the news with someone very important: his wife, Sanjana.
The campaign opens with Sanjana discovering the news of Bumrah's investment in Uppercase not from him, but from a newspaper headline. Annoyed that he didn't think to tell her, what follows is a series of five humorous films where Bumrah tries to convince her that uppercase was, in fact, a great investment decision.
Each film spotlights a different product strength—thoughtful design, durability, sustainability, and 100 per cent Made in India —as Bumrah earnestly tries to win back his wife's approval through his logic and charm.
'We wanted to do more than just say 'Jasprit is now an investor.' Instead, we created a narrative that lets consumers discover what makes Uppercase special—through a lens that's fun, personal, and memorable,' said
Ramya Ramachandran
, head of marketing at uppercase.
'The core insight behind the campaign was this: while most investment announcements are treated as financial milestones, we saw an opportunity to tell a
consumer-first story
. When a brand ambassador becomes an investor, it's not just a business decision—it's a powerful signal of belief, trust, and long-term commitment. We wanted to bring that to life in a way that was relatable and real, not just transactional.
'I've always believed in making intentional choices—whether in cricket or in life. Uppercase stood out to me not just for their products, but as a brand with a purpose.,' said Bumrah
Ganesan said, 'I am really happy to be a part of the uppercase family. I'm looking forward to shaping ideas that make
travel smarter
, easier, and more relevant for today's generation of travellers.'
Sudip Ghose, managing director and Founder of uppercase, said, 'While Jasprit has been a valued part of our journey so far, I'm equally delighted to welcome Sanjana to the uppercase family. Their combined inputs will be instrumental in shaping the next chapter of uppercase.'
This layered campaign cleverly turns what could have been a corporate announcement into a slice-of-life narrative that reinforces the brand's value proposition for everyday consumers. With over 2.4 million plastic bottles recycled, 192,000 kg of CO2 emissions saved, and a growing footprint across India, Uppercase is creating a strong emotional and ecological case for why the future of travel should be sustainable.
As the five-part campaign rolls out across digital platforms, social media, and in-store experiences, one thing is clear: this is not your typical celebrity investment story. It's a love story—with better luggage.
Watch the video here:
View this post on Instagram A post shared by jasprit bumrah (@jaspritb1)
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Watch: Jasprit Bumrah Reveals Childhood Memories Of Samosa And Bhujia
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