Zouk has rolled out a campaign ahead of Raksha Bandhan that captures the everyday, often unspoken, ways in which brothers show up for their sisters, underscoring the quiet but unwavering support they provide in life’s everyday moments.  

Crafted by The Script Room, the film avoids the usual festive campaign tropes of overprotective brothers and doting sisters, offering a more grounded narrative that’s real, and emotionally rooted in everyday life.

The film captures a series of pivotal moments in a sibling’s life - times of change, crisis, or quiet growth - where the brother shows up for his sister not with grand gestures, but in small, deeply meaningful ways. He’s there in the background, sometimes awkward, sometimes playful, but always steady, holding her bag for her. 'He never held me back, he just held my bag,' says the voiceover, summing up the heart of the film. The campaign is anchored in a simple yet powerful insight: that almost every man, at some point, has held a bag for a woman in his life - be it a sister, a mother, or a partner.

What we think about it: The film refreshingly shifts the lens from sugary festive tropes, transforming the casual act of holding a bag from a mere gesture of convenience into a a quiet metaphor for unwavering support.