This Diwali, Zouk has rolled out a festive campaign, No more ‘Hold this for me’ anymore, that humorously captures a universal truth about men and their ‘walking storage unit’ role in households.

It captures the insight that often a brother/ father/ husband juggles their loved ones’ phones, chargers, lip balms, keys and more- all because the women didn’t have anywhere else to keep them. The comical and relatable situation is at the heart of Zouk’s new campaign.

The story follows a frustrated man who finally decides to solve the problem and save himself from the eternal ‘storage unit’ role he seems to have taken on. His solution? Gifting Zouk bags to his wife and sister for Diwali, ensuring they have a stylish, functional bag for everything they need, while he can finally keep his own pockets to himself.

What we think about it: Rooted in humorous relatability, the campaign cleverly flips the script, turning a mild domestic annoyance into a moment of realisation and gifting inspiration. It turns a funny insight into a clever festive proposition, with the male protagonist’s frustration adding a touch of comic authenticity. 

Disha Singh, founder, Zouk, shared: “The festive season in India pulls families together like no other, and with it come those quintessentially Indian moments, like men being handed random things by their wife, sister or friend. Our film captures this everyday truth with humor. A Zouk bag not only solves the ‘no pocket’ problem, it’s also a thoughtful festive gift. So this Diwali, we highly recommend saving yourself and gifting her a Zouk.”