The heartwarming campaign film redefines sibling support while introducing thoughtfully curated gift boxes in collaboration with leading Indian brands
Mumbai, 1st August 2025: This Rakshabandhan, Zouk, the proudly Indian and cruelty-free lifestyle brand, has launched a touching campaign that reimagines the evolving sibling relationship through a simple yet meaningful gesture—holding a bag.
At the heart of the brand film lies a universally relatable act: men holding bags for women in their lives—be it a sister, mother, or partner. Often dismissed or joked about, this everyday moment becomes a powerful metaphor in Zouk’s Rakshabandhan narrative. Rather than portraying brothers as protectors standing in front, the film champions the idea of standing beside—offering support, not dominance.
“Raksha Bandhan is about protection and support, and support today looks different. It’s not about shielding someone but about standing beside them,” said Disha Singh, Founder of Zouk. “This campaign is a simple, yet powerful reminder that even small gestures, like holding her bag, can say: ‘I’ve got your back’.”
Complementing the campaign, Zouk has launched an exclusive range of festive gift boxes tailored for Rakhi celebrations and beyond. These thoughtfully assembled boxes showcase Zouk’s iconic prints across a variety of lifestyle accessories, including coasters, fabric diaries, bookmarks, passport covers, and cosmetic pouches.
To further enhance the gifting experience, Zouk has collaborated with homegrown favourites such as Bombay Sweet Shop, Renee Cosmetics, GUL, and mCaffeine. The result is a vibrant collection of ready-to-gift boxes, available exclusively through the Gift Shop by Zouk.
With this campaign and new product offerings, Zouk continues to amplify modern Indian stories rooted in tradition, design, and purpose—making every celebration more thoughtful and meaningful.
About Zouk:
Zouk is a 100% vegan and proudly Indian lifestyle brand that blends traditional Indian aesthetics with contemporary design. Known for its cruelty-free products and iconic prints, the brand offers bags, accessories, and lifestyle products that reflect Indian heritage with a modern twist.