Mumbai, 30th July 2025: This Rakshabandhan, Zouk, the proudly Indian and cruelty-free lifestyle brand, unveiled a heartwarming brand film that beautifully captures the evolving bond between siblings. At the emotional core of the campaign lies a simple, shared moment. Every man has held a bag for a woman in his life- a sister, a mother, a partner. It may have felt awkward, even joked about. But it’s something we’ve all seen- or been in.
This small, everyday act forms the emotional heart of Zouk’s Rakshabandhan campaign. The film reimagines how brothers today show support- not by standing in front of their sisters to protect them, but by standing beside them. Sometimes, that just means holding her bag while she steps ahead to chase bigger things.
Speaking about the campaign, Disha Singh, Founder of Zouk, shared, “Raksha Bandhan is about protection and support, and support today looks different. It’s not about shielding someone but about standing beside them. This campaign is a simple, yet powerful reminder that even small gestures, like holding her bag, can say: ‘I’ve got your back’.”
In addition to the film, Zouk has also introduced a delightful range of curated festive gift boxes perfect for Rakhi and beyond. Thoughtfully assembled and wrapped in Zouk’s signature aesthetic, these boxes include never-before-seen accessories such as coasters, fabric diaries, bookmarks, passport covers, cosmetic pouches, and more – all adorned with Zouk’s iconic prints.
To elevate the gifting experience even further, Zouk has partnered with beloved Indian brands like Bombay Sweet Shop, Renee Cosmetics, GUL, and mCaffeine, creating a truly special, all-in-one festive surprise. The festive gift boxes are now available to shop at Gift Shop by Zouk.
With this campaign and product expansion, Zouk continues to celebrate modern Indian stories, while staying rooted in its values, offering thoughtfully designed, functional products that carry meaning, pride, and purpose.