Brands
UPKL’s season 2 film puts kabaddi’s grassroots roar centre stage
NATIONAL: Uttar Pradesh Kabaddi League (UPKL) has rolled out a high-energy campaign film, Poora UP khelega kabaddi, officially flagging off Season 2 of the league, which tips off on December 24 at the Noida indoor stadium.
Conceptualised and produced by V1 Media, the film leans into kabaddi’s earthy roots, tracing the sport’s journey from improvised neighbourhood grounds to the professional arena. Its narrative follows a young boy sketching a kabaddi court with marking powder: an image that anchors the film’s message of aspiration, access and ambition.
As the story travels across towns and cities in Uttar Pradesh, it mirrors the sport’s deep cultural hold on the state, before culminating at the Noida venue, where Season 2 comes alive. The film positions UPKL as the bridge between raw, local passion and a structured professional pathway.
“Kabaddi begins in streets, grounds and everyday spaces across Uttar Pradesh,” said SJ Uplift Kabaddi founder and director Sambhav Jain. “This film captures that journey, from the first spark of aspiration to the professional stage of UPKL. Season 2 reflects our commitment to grassroots energy and a league that truly belongs to the state.”
The campaign will run across television and digital platforms as part of UPKL’s season launch push. Season 2 will feature 12 teams playing 69 matches over 18 days, all hosted at the Noida indoor stadium. Matches will be broadcast on Zee Bollywood, &pictures HD, Anmol cinema 2 and streamed on Zee5.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
