Cricketer Jasprit Bumrah has announced an investment in uppercase, a sustainable travel gear company.

To highlight this association, the brand has rolled out a campaign 'Batana Bhool Gaya' (forgot to tell you) to introduce Bumrah’s new role.

The campaign comprises five ad films. Alongside Bumrah, the campaign also features Sanjana Ganesan, his wife.

The films humorously emphasise what happens when Bumrah, exclusively represented by Rise Worldwide,  forgets to share his investment news with his wife, Ganesan. Instead of a straightforward announcement, Sanjana learns about the news through a newspaper headline, sparking a series of lighthearted exchanges. Each of the five films highlights a different strength of uppercase products - considerate design, durability, sustainability, and being 100% Made in India - as Bumrah earnestly attempts to win her approval.

However, just when the narrative seems poised to conclude with forgiveness, there’s an unexpected twist: Ganesan is aware of everything from the start. In fact, she was the one who initially contacted Sudip Ghose, managing director and founder, uppercase, and encouraged Bumrah to explore the brand's potential further.

What we think about it: The films cleverly blended real-life chemistry with product storytelling, using humour and a twist ending to make sustainability and design memorable. Bumrah and Ganesan’s playful dynamic adds authenticity, turning a brand announcement into an engaging narrative.

Ghose said, “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.”

Ramya Ramachandran, head of marketing, uppercase, added, “With this campaign, we wanted to go beyond a standard investor announcement. When someone like Jasprit transitions from brand ambassador to investor, it’s not just a business decision—it’s a powerful statement of trust, belief, and long-term commitment. Rather than make a transactional announcement, we chose to tell a story—one that’s engaging, relatable, and rooted in authenticity.”

Ramachandran added, “That’s how ‘Batana Bhool Gaya’ was born. The five-part digital series brings out the playful chemistry between Jasprit and Sanjana, which their fans love, while also giving viewers an inside look into what makes uppercase unique, which is our focus on sustainability, thoughtful design, and functionality. We believe stories like these leave a more lasting impression than any announcement ever could.”

Bumrah said, “I’ve always believed in making intentional choices - whether in cricket or life. uppercase stood out to me not just for their products, but as a brand with a purpose. Both Sanjana and I are proud to champion this Made-In-India brand."