Apr 6: Entourage Films has unveiled a new ad film for UNIQLO, featuring Indian cricket star Jasprit Bumrah, bringing his calm and composed off-field persona to the forefront.
Conceptualized by Creativeland Asia, the campaign moves away from high-gloss, conventional celebrity advertising and instead embraces simplicity, authenticity, and relatability qualities that resonate strongly with today’s audiences.
The film captures Bumrah in candid, everyday moments beyond cricket—playing games, engaging in conversations, and simply unwinding—reflecting his natural ease and understated charisma. At the centre of the narrative is UNIQLO’s AIRism oversized T-shirts, known for their breathable fabric, comfort, and versatility, seamlessly complementing the cricketer’s relaxed style.
Speaking about the campaign, Garima Arora, Founder and Executive Producer at Entourage Films, said,
“The idea was to move away from staged glamour and create something that feels intimate and real. Bumrah’s personality aligns perfectly with UNIQLO’s philosophy of simplicity and effortless confidence.”
Director Ishaan Nair added,
“Working with Bumrah was seamless. The focus was to create a natural, lived-in feel that reflects both his personality and the brand’s ethos of comfort and dependability.”
The campaign is being rolled out across digital, social media, out-of-home (OOH), and in-store platforms, aiming to connect with audiences through authentic storytelling and everyday relatability.
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