This Rakhi, Zouk captures the shared ‘baggage' 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- not that she steps ahead to chase bigger things.
Disha Singh, founder of Zouk, shared,
'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.
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.
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