Brand film challenges traditional roles, celebrates everyday gestures of equality and care.
Cruelty-free and proudly Indian lifestyle brand Zouk has launched its Rakshabandhan campaign with a refreshing narrative twist, accompanied by a new line of curated festive gift boxes. The campaign film moves away from the conventional portrayal of protective brothers, instead highlighting the evolving dynamic between siblings-where standing beside, not in front of, one another reflects true support.
At the heart of the film is a subtle yet symbolic act: a brother holding his sister’s bag. This everyday gesture becomes a metaphor for modern companionship-quiet, unassuming, but powerful.
“Raksha Bandhan is a celebration of support, and in today’s world, that support often looks different,” said Disha Singh, Founder of Zouk. “It’s not about shielding someone, but about showing up, side by side. With this campaign, we wanted to remind people that even small acts-like holding her bag-can mean ‘I’ve got your back’.”
Extending this message of care, Zouk has unveiled an exclusive collection of festive gift boxes. Designed in the brand’s signature aesthetic and featuring Zouk’s iconic prints, the curated sets include accessories such as coasters, fabric diaries, bookmarks, passport covers, and cosmetic pouches.
To enrich the gifting experience, Zouk has also partnered with like-minded Indian brands including Bombay Sweet Shop, Renee Cosmetics, GUL, and mCaffeine-bringing together wellness, indulgence, and functionality in each box.
With this campaign, Zouk continues to merge purposeful storytelling with product innovation, while strengthening its presence in India’s growing festive gifting space.
