MAM
Zouk’s Rakhi film shows support is as simple as holding her bag
MUMBAI: Turns out the most meaningful Rakhi gift this year… might just be a man holding a handbag. Zouk, the proudly Indian and 100 per cent cruelty-free lifestyle brand, has dropped a refreshingly emotional campaign for Rakshabandhan swapping swords and shields for something far more subtle: support in the form of a small but significant gesture.
The brand film taps into a universal scene, one we’ve all witnessed, chuckled at, or starred in. A brother, boyfriend, or dad awkwardly clutching a handbag outside a store, waiting patiently. Zouk flips this from comic relief to cultural shift, showing how modern sibling bonds are less about protection and more about partnership. In the film, a brother holds his sister’s bag not because she asks, but because she’s chasing something bigger and he’s cheering her on, bag in hand.
“Raksha Bandhan is about protection and support,” said Zouk founder Disha Singh. “But today, support doesn’t mean standing in front of someone, it means standing beside them. This film is a gentle reminder that even something as small as holding her bag can say: ‘I’m here for you.’”
But the campaign doesn’t stop at emotion, it brings the festive feels to Zouk’s shelves too. In tandem with the film, Zouk has launched a vibrant line of curated Rakhi gift boxes, all wrapped in the brand’s signature prints.
Each box includes functional and feel-good accessories like coasters, fabric diaries, bookmarks, passport covers, cosmetic pouches, and more. The idea? Gifting that’s both thoughtful and practical, something sisters (and their discerning brothers) will genuinely use and love.
To sweeten the pot literally Zouk has partnered with top Indian brands like Bombay Sweet Shop, Renee Cosmetics, Gul, and Mcaffeine to co-create exclusive hampers that hit all the right festive notes. Whether it’s the aroma of artisanal skincare or the nostalgia of desi mithai, these gift sets are designed to deliver delight in every layer.
Available now via Zouk’s Gift Shop, the festive campaign is more than just a seasonal play. It continues Zouk’s core storytelling style rooted in Indian values, aesthetically sharp, and emotionally resonant.
So, this Rakshabandhan, forget the drama of macho posturing. Sometimes, the most touching brother-sister moment is quiet, simple and slung over the arm.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
