A grocery emergency is a common occurrence in life. The emergency crunch situation, where groceries are essential, is rarely addressed in advertisements.
In India, start-ups are causing a stir by raising enormous quantities of money, although many of them are now losing money. This is because they disrupt the established company model and jump to efficiency, gaining potential investors’ trust.
Zepto is the newest entrant in the fast grocery delivery business. Zepto, founded in June 2021 by two 19-year-olds Aadit Palicha and Kaivalya Vohra, claims to be regularly delivering food and essentials in 10 minutes by a mix of operational and technical excellence through its streamlined network of ‘dark stores’ or micro-warehouses.
The branding and communications mandate for Zepto, was awarded to L&K Saatchi & Saatchi, part of the Publicis Groupe. . L&K Saatchi & Saatchi has already established the brand livery, retail and collateral branding, and launched Zepto’s first campaign in the month since joining the team.
The startup just announced a $60 million financing round led by Glade Brook Capital, with participation from Y Combinator and other partners. Zepto can routinely deliver in 10 minutes because of its optimised network of ‘cloud stores’ or micro-warehouses.
In the following 1 month, the company will launch in key areas across Hyderabad, Chennai, Pune, and Kolkata, and also Mumbai, Bengaluru, and Delhi-NCR.
Since partnering with L&K Saatchi & Saatchi, the agency has already established the brand’s livery, retail and collateral branding, and launched Zepto’s first campaign, which includes three digital films and outdoor advertising. The films use unique personalities and situations to deliver on the brand’s 10-minute delivery promise.
Zepto’s founder and CEO Aadit Palicha expressed his view as follows: Q-Commerce has the potential to completely transform the way India shops, providing a once-in-a-lifetime opportunity to create a category-defining brand. People required an agency partner who understood and could deliver on our Zepto goals.
L&K Saatchi & Saatchi was created by Zepto, and they have the appropriate mix of a youthful team that shares our passion and the experience of strategic leadership. Aside from that, their experience in building legendary e-commerce firms provided us with a leg up.
While L&K Saatchi & Saatchi’s Executive Vice President Debarjyo Nandi is excited and added that grocery planning and shopping as we know it today will soon become redundant and Zepto will become a way of life.