Uppercase and Jasprit Bumrah Unveil ‘Batana Bhool Gaya'
In a category often marked by conventional advertising,
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)
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Hindustan Times
8 hours ago
- Hindustan Times
Sanjana Sanghi says she is a mirror image of her dad
Actor Sanjana Sanghi started working at the young age of 13, and ever since, there has been no turning back. While Sanjana's mother, Shagun Sanghi, accompanied her to every shoot until she was a minor, it was her father, Sandeep Sanghi, who held the fort at their Delhi home, even looking after her brother, Sumer. The actor calls her father a 'complete girl dad' for his constant presence in her life. Meanwhile, Sandeep (61), an investor by profession, says there is a lot of similarity between him and his daughter: 'Sanji and I are very similar temperamentally. Frankness, speaking one's mind, enjoying to be innovative in our thought process and working style, and being sensitive are the similarities between us.' Also Read| Sanjana Sanghi to go the Hollywood way? Actor answers Sanjana agrees as she says, 'My friends call me a mini-Sandeep. I am a mirror reflection of my father temperamentally. My dadi was Punjabi and we are very mooh fatt. Whatever is in our heart we say it and we don't know how to curate our thoughts. I have got that from my dad! Also, my being very emotionally sensitive, I get that from him. If he feels love or hurt he really feels it and I have got it from him.' Having his daughter enter the film industry as a teenager could be daunting for any father, but not for Sandeep. Sanjana says, 'He never had apprehensions about me. He always said that as long as I am working hard and being honest to myself he has always let me fly.' Sandeep adds, 'Sanji's been working since Rockstar when she was only 13. So, mostly the worry has been that she'd exhaust herself because of her commitment to both cinema and academia through school and college. But as she went about giving her auditions growing up, we realised that there are a whole lot of good opportunities and people among whom she'd thrive.' The father-daughter duo also share the same academic background. Like his daughter, Sandeep is an alumnus of Modern School, New Delhi. He later completed his graduation from Kirori Mal College. Sandeep ventured from running a kebab joint to managing a floriculture business, and is now an investor. But his work never stop him from spending quality time with his daughter. Recalling some of his favourite memories with her, he says, 'Sanj are I used to play cricket along with my son on our terrace.' Flaunting his daughter's cricket prowess, the proud father adds, 'I remember her always wanting to be a part of the game with the boys, bowling right arm pace and batting left handed with a great sense of timing!' 'I remember making her learn how to swim when she was 4-5 years old and carrying her own my shoulders. I would throw her into the water and call her a 'My little mermaid'!' he signs off.
Indian Express
4 days ago
- Indian Express
‘Best gossip buddy': Sanjana Ganesan's banter about life with Jasprit Bumrah wins hearts on the Internet
Banter between couples – celebrity or not – can make for some of the most charming, relatable content. In a recent podcast appearance, sports journalist and cricket anchor Sanjana Ganesan offered a candid look into her life with cricketer husband Jasprit Bumrah, and the Internet is loving it. Speaking on the podcast Moments of Silence hosted by Instagram influencers Sakshi Shivdasani and Naina Bhan, Ganesan shared how Bumrah is her 'best gossip buddy'. The two, she said, love lounging at home watching Netflix, indulging in chocolates, and catching up on work gossip. The now-viral clip also revealed a fun behind-the-scenes moment from their professional lives. Ganesan, who has interviewed Bumrah during matches, recalled how he often tries to throw her off by winking or smiling during serious segments. 'I try to stay focused and in journalist mode, but he knows exactly how to break that,' she said, laughing. The clip was posted on the podcast's Instagram page, @momentofsilencepod, with the caption, ''Interviewed a true inspiration this week — she's got it all (except your fav cricketer's phone number)! Stream now on Spotify!' The video has amassed 685K views and 42.5K likes on the platform. A post shared by Moment of Silence (@momentofsilencepod) Reacting to the video, a user commented, 'You carry strength with such grace, Sanjana di. Your poise, confidence, and calm presence are truly inspiring. Women like you redefine elegance.' Another user wrote, 'By far THE BEST EPISODE! Love how you highlighted her success and career without making it just about the husband. I knew I was a problem when I got excited thinking all the questions are going to be around cricket and 'the husband'.' One Instagram user said, 'Sanjana you are looking so beautiful.' However, not all feedback was positive. One user criticised the interviewers, saying, 'This was the best guest you had. I love you guys, but this was not your finest moment. Good questions were not put and you were not well prepared.' In the episode, Ganesan also touched upon her Miss India journey, college life, and thoughts on motherhood.
Time of India
03-06-2025
- Time of India
Sanjana Phadke on Divya Prem: It is a supernatural thriller with secrets and spirituality
Veteran television actress Sanjana Phadke is set to return to the small screen with her upcoming show Divya Prem. In a recent interview with Times of India TV, the actress shared her excitement about the project, which blends supernatural elements with emotional family drama and is set against the spiritual backdrop of Ujjain. Speaking about the show, Sanjana revealed, 'I am doing Divya Prem. Megha Ray is playing the lead. Kavita Bajaj is the anti-heroine. Suraj Pratap Singh, a new boy, is playing the hero. I am playing the hero's mother. As usual, I play a possessive mother. There are quite a few secrets surrounding the boy's birth, so it's going to be interesting.' Divya Prem isn't just another family drama. With its supernatural thriller genre, the show promises suspense, emotional depth, and spiritual undertones—elements Sanjana says make it stand out. 'It's a unique concept. We shot in Ujjain, and the experience was divine. We filmed at the temples and by the ghats—it gave a real spiritual touch to the story.' The actress also immersed herself in the local culture during the shoot. 'During my free time, I visited many highly spiritual temples. Every gali has a temple. I went to Kaal Bhairav Mandir, where Mahadev ko Madeira prasad ke roop mein paaya jata hai. I also visited Mangalnath Mandir, which is based on the Tropic of Cancer.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like 2025: Steel Suppliers From Mexico At Lowest Prices (Take A Look) Steel Suppliers | search ads Search Now Undo She added, 'We explored ancient caves where priests once meditated. It was extremely hot inside, but deeply spiritual. I also visited Gadkalika Shaktipeeth during the evening aarti—it was a truly divine experience.' With a compelling storyline and a rich spiritual setting, Divya Prem is a show that promises mystery, faith, and emotional intensity. She has done shows like Kundali Bhagya, 'Nath Krishna Aur Gauri Ki Kahani', Campus, Kanoon, C.I.D., Aahat. She was also part of mythological show Jai Hanuman.
