EUME Announces Ishaan Khatter as First Brand Ambassador in Biggest Brand Statement Yet

EUME, an Indian travel and lifestyle brand, has appointed actor Ishaan Khatter as its first brand ambassador. The announcement marks a shift in the company’s public positioning as it looks to expand beyond travel accessories and build a larger lifestyle-led identity focused on everyday use.According to the brand, the collaboration is based on the idea that movement today extends beyond physical travel and reflects personal expression and daily choices. Khatter’s public image as an active, style-conscious performer aligns with EUME’s attempt to connect with consumers seeking practical products with contemporary design.

Naina Parekh, founder of EUME, said the partnership reflects the brand’s intention to link functionality with personal expression. She noted that Khatter’s personality and work ethic matched the audience the company aims to reach  working professionals and travellers looking for products that offer utility without sacrificing individual style.The campaign features Khatter across EUME’s full product assortment, including backpacks, office bags, travel gear, and accessories. Instead of promoting any one product category, the brand has positioned him as a representative of the entire range, showcasing how its offerings fit into daily routines  from commuting and work meetings to leisure travel and downtime.

Khatter said he connected with the brand’s focus on practical, thoughtfully designed products that suit people who are constantly on the move. He described the collaboration as fitting with his lifestyle, which involves frequent travel and the need for functional, comfortable gear that does not feel overly utilitarian. EUME stated that Khatter was involved in shaping certain creative aspects of the campaign, including visual mood references and narrative themes, with the goal of keeping the storytelling close to real-life movement and everyday use rather than stylised advertising.

The campaign visuals follow a clean, minimal design approach, set against modern architectural spaces with controlled lighting and simple compositions. Khatter is shown moving through indoor and outdoor settings, highlighting the use of bags and accessories in different daily contexts. The visual direction focuses on functionality and movement rather than glamour.Launched under the campaign tag #MakingMoves, the initiative aligns with EUME’s efforts to move beyond being identified solely as a travel brand and towards building recognition as a broader lifestyle label centred on adaptable, utility-driven products.

With the appointment of a brand ambassador for the first time, EUME is signalling a change in how it presents itself to consumers, using celebrity associations to strengthen visibility while continuing to position its products around everyday practicality and design-led function.