When fashion meets entertainment, the result is remarkable! Zouk, the proudly Indian, 100% vegan lifestyle brand, made a bold move to connect with its most valued audience — premium, affluent women — by leveraging JioHotstar’s Connected TV (CTV) offerings. With its “A Bagful of You” campaign featuring actress Kriti Sanon, Zouk set out to celebrate the individuality and spirit of the modern Indian woman while carving out a distinct space in a cluttered category.

By blending fashion-forward storytelling with the large pull of JioStar’s entertainment content, Zouk successfully carved out a space for itself in a cluttered category, delivering impact at scale. The campaign was not just about brand presence; it was about storytelling at scale in a premium environment that mirrored the brand’s ethos.

Objective

Zouk’s primary objective was to raise brand awareness and build strong top-of-mind recall for its vegan lifestyle products. By positioning “A Bagful of You” at the heart of its campaign, Zouk wanted to highlight individuality, style, and conscious living — while tapping into a high-value audience segment: women aged 18–44 from premium, affluent households.

Approach

JioHotstar’s CTV offerings became the perfect stage for Zouk’s narrative. The brand strategically used the large-screen, lean-back viewing environment to bring alive its campaign message in the most impactful way possible.

• Compelling Storytelling: Featuring Kriti Sanon, the campaign celebrated the individuality of Indian women, with stories designed to resonate emotionally and personally.
• Precision Targeting: Zouk zeroed in on affluent female viewers through JioHotstar’s premium CTV environment, ensuring its ads were seen by the right audience at the right time.
• High-Impact Formats: 20-second pre-roll and mid-roll video ads were delivered in a full-screen, clutter-free setup, creating maximum attention and recall.
• Co-Viewing Advantage: By leveraging moments of shared family viewing, Zouk made its campaign a living-room experience — memorable, relatable, and hard to miss.

The CTV-first execution in JioHotstar’s engaging content allowed Zouk to stand out, creating a powerful impression that strengthened its positioning as a modern, conscious brand.

The Impact

The results spoke volumes. Zouk’s campaign delivered significant uplifts across brand metrics:

Brand Speak