Uniqlo India has announced the aapointment of cricketer Jasprit Bumrah as its brand endorser. 

As a part of the collaboration, the brand has rolled out a campaign featuring the fast bowler.

Ahead of the brand's association and campaign launch, we caught up with Nidhi Rastogi, marketing director, Uniqlo India, to discuss this new partnership, role of celebrity ambassadors, and more...

What made Jasprit Bumrah the right choice as the new brand ambassador for Uniqlo India? What qualities in Bumrah resonate most strongly with the brand’s values and positioning?

Jasprit Bumrah’s shared values felt like a natural fit. He represents qualities like consistency, discipline and simplicity in the way he approaches his game, and those are values that are very close to what Uniqlo stands for as a brand. At Uniqlo we focus on creating simple, high quality clothing that people can rely on in their everyday lives. In many ways his approach reflects a similar mindset. It is about dedication to the craft, continuous improvement and delivering consistently over time.

How long will the campaign run? What does the marketing split look like?

The campaign is anchored by a 30 second film and highlights everyday essentials such as the U AIRism T-shirt, which reflects our focus on clothing designed for comfort and ease of wear. From a media perspective the campaign is largely digital first, with around 60% of the spend on digital platforms. This includes OTT platforms, connected TV and social media. The remaining mix includes outdoor visibility and strong in-store presence so that consumers experience the campaign both online and when they visit our stores.

You’ve spoken about the importance of localising the brand while retaining its global DNA. How does the association with Bumrah help strike that balance?

For us localisation does not mean changing the brand. The core idea of LifeWear remains the same across markets. Our focus globally is on simple, high quality clothing designed to make everyday life better. What changes is the way we communicate that idea so that it feels relevant in each market. In India. sport has a strong cultural connection and athletes are widely respected for qualities like discipline and consistency. Working with someone from that world allows us to express the brand in a way that feels familiar and relatable for Indian audiences while still staying true to the global philosophy of LifeWear.

How does LifeWear resonate with Indian consumers who often balance climate diversity, lifestyle needs, and value sensitivity?

LifeWear resonates strongly with Indian consumers because it is fundamentally designed around real, everyday needs. In a country like India, people navigate diverse climates, fast-paced routines and a strong focus on value, so clothing has to be practical, comfortable and versatile. Many of our innovations reflect these realities. Fabrics like AIRism help keep people comfortable in warm and humid conditions, while Heattech provides lightweight warmth during colder months. Alongside this, our products focus on breathable materials and ease of movement, which makes them well suited to long and active days. At the same time, LifeWear is about creating high-quality essentials that people can rely on over time. That balance of functionality, durability and everyday value is what allows the products to fit naturally into the lifestyles of Indian consumers.

How do you ensure that a partnership feels like a cultural connection rather than just a commercial transaction?

For us the most important factor is whether the association feels natural to the brand. We look for people who represent qualities such as consistency, simplicity and authenticity. When there is that alignment, the partnership feels genuine. The collaboration then goes beyond visibility and simply reflects what the brand stands for.

Has the role of celebrity ambassadors evolved for Uniqlo India as the brand has moved from market entry to market expansion?

To some extent the role does evolve as the brand grows in a market. In the early stages, the focus is largely on introducing the brand and helping more consumers understand what Uniqlo stands for. As the business expands and awareness grows, partnerships start playing a slightly different role. They help bring the brand values to life in a way that feels more relatable and closer to everyday routines. For us, the most important aspect is always the alignment of values. When the individual reflects qualities like consistency, simplicity and authenticity, it becomes easier to communicate what the brand stands for in a natural way. Over time, these partnerships help strengthen both awareness and credibility for the brand as it grows in the market.

Do celebrities actually make a profitable impact in the current marketing environment where micro reach is more important than macro appeal?

For us, the focus is always on whether the partnership feels right for the brand. When the association reflects the values the brand stands for, it helps introduce the brand to a wider audience in a credible way. At the same time, marketing today works across multiple channels. Consumers engage with brands through digital platforms, social media and in-store experiences. Ambassador partnerships therefore work alongside these efforts rather than replacing them. Ultimately, the impact comes from how naturally the association fits within the overall brand communication.

Lastly, what does the brand’s marketing expansion plan look like in the coming months to target newer markets and increase brand awareness?

Our focus in the coming months is to support the growth of the brand as we expand our retail footprint across India. We recently opened our second store in Bengaluru at Phoenix Mall of Asia, within just six months of entering the city. That kind of response gives us confidence as we continue to grow in key markets. As we open stores in new locations and strengthen our presence in existing cities, marketing will play an important role in helping more people discover Uniqlo and understand what the brand offers. This will include digital communication, strong in-store visibility and product- focused communication that highlights the comfort and practicality of our clothing. The aim is to continue building awareness and introducing the brand to more consumers as our presence in India continues to grow.