Cricketer Jasprit Bumrah has announced an investment in Uppercase, a sustainable travel gear company, through an unconventional campaign rollout. Rather than a typical investor announcement, the brand unveiled a five-part digital series titled “Batana Bhool Gaya” to introduce Bumrah’s new role.
“While Jasprit has been a valued part of our journey so far, I’m equally delighted to welcome Sanjana to the Uppercase family. With luggage being such a personal and family-driven category, having both of them onboard brings a unique and balanced perspective. Their combined inputs will be instrumental in shaping the next chapter of Uppercase,” Sudip Ghose, MD and founder, Uppercase, commented.
The campaign, released across digital platforms, follows a fictional scenario where Bumrah forgets to inform his wife, television presenter Sanjana Ganesan, about the investment. The storyline unfolds through light-hearted exchanges, while also featuring aspects of the brand’s products. In the final episode, it is revealed that Ganesan had known all along and was instrumental in initiating the partnership.
“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. Both Sanjana & I are proud to champion this Made-In-India brand,” Bumrah said.
“I am really happy to be a part of the Uppercase family. It’s a brand that stands for its focus on sustainability, clever design, and proudly Made in India roots. I’m looking forward to shaping ideas that make travel smarter, easier, and more relevant for today’s generation of travellers,” Ganesan added.