Zepto, the 10-minute grocery delivery app, launched its new brand campaign at the IPL this year. In what has been a high tumult of the quick commerce players, Zepto has come out as among the most talked-about brands, thanks mainly to its memorable advertising created by partner agency L&K Saatchi and Saatchi.
The thought for the campaign is based on the fact that time is seen as an expandable product in India. Whether it’s waiting for food at a restaurant or to board a flight, Indian Stretchable Time is something we’ve all experienced. In such a setting, Zepto stands out with its proven track record of always delivering within the time committed.
The campaign brings to life this idea in a surprising way using 3 famous singers to drive home the point. Kailash Kher, Shankar Mahadevan and Usha Uthup are cast in atypical roles where they factually stretch time in their unique style. This makes the case for Zepto and its on-time delivery promise.
The explanation for Zepto’s success is the way the business works, delivering via a series of dark stores set up at various locations across a city as opposed to using existing grocery stores. With this revamped network of ‘cloud stores’ or micro-warehouses, Zepto can regularly deliver on time through a combination of technological and operational excellence. Zepto is now available outside Mumbai, Bengaluru, and Delhi and includes Gurgaon, Chennai, Hyderabad, Pune and Kolkata.
Amritansu Nanda, Chief Marketing Officer, Zepto, said that their consumers lead busy, fast-paced lives. At Zepto, through their on-time delivery promise and at the back of their exceptional tech, they constantly strive to let them know and reassure them that they value their time. This campaign, featuring some of the most iconic pop-culture voices of the country, brings alive their proposition of quick delivery and strikes the right chord with their core TG through relatable entertainment. He added that it is also a critical milestone in their journey towards becoming synonymous with quick-commerce in India.
Kartik Smetacek, Jt NCD, L&K Saatchi and Saatchi, added that it was often said clients get the work they deserve and he pointed at Zepto as an example. He said that from scripting to presenting them, to producing them, working on the campaign was an absolute pleasure, with agency and client working as one team committed to the end product. He thought the results spoke for themselves.