Dukes Waffy Film #Sheismybro amit June 1, 2022

Breaking stereotypes and
clutter with Dukes

A film that rethinks ‘she’ as the ‘bro’

The festival of Rakshabandhan traditionally celebrates brother-sister bonds where the sister ties a rakhi on her brother’s wrist to honor his protective role in her life. Is a brother only a bro? We asked this question when Dukes, India’s biscuit and wafer manufacturers wanted to make a film on Rakshabandhan. 

We decided to change this mindset which places only the brother in a protective role with a social experiment. A group of young children-both boys and girls were asked who was the bro in their life. The experiment concluded with children sharing about their sister who plays many roles in their life, just like their brothers.