Zepto, the 10-minute grocery delivery app, launched a funny new brand campaign at the IPL this year via L&K Saatchi and Saatchi.
The idea for the campaign is rooted in the fact that time is seen as an expandable commodity in India, says L&K Saatchi and Saatchi.
“Whether it’s waiting for your food at a restaurant or to board a flight, Indian Stretchable Time is something we’ve all experienced,” the agency said in a release.
To demonstrate this the campaign features three famous singers to drive home the point. Kailash Kher, Shankar Mahadevan, and Usha Uthup are cast in unusual roles where they literally stretch time in their own inimitable style while pitching Zepto, and its on-time delivery promise.
“This campaign, featuring some of the most iconic pop-culture voices of the country, brings alive our proposition of quick delivery and strikes the right chord with our core TG through relatable entertainment,” said Amritansu Nanda, Chief Marketing Officer, Zepto.
“It is also a critical milestone in our journey towards becoming synonymous with quick-commerce in India.”
Kartik Smetacek, Jt NCD, L&K Saatchi and Saatchi, added, “It’s often said clients get the work they deserve. Zepto is case in point. From scripting these, to presenting them, to producing them, working on the campaign was an absolute pleasure, with agency and client working as one team completely committed to the end product. I think the results speak for themselves.”
Agency: L&K Saatchi & Saatchi
CEO: Paritosh Srivastava
Jt.NCD: Kartik Smetacek
Creative Team: Rishabh Dave, Divakar Shetty, Sandeep Salunkhe
Chief Strategy Officer: Snehasis Bose
Strategic Planning: Shifra Baviskar
Executive Vice President: Debarjyo Nandi
Account Management: Noorbanu Qureshi, Vimesh Salian
Agency Producer: Jignesh Maru, Rahebar Sonawalla
Production House: Early Man Film
Executive Producer: Anand Menon
Producer: Milin Shah
Music Director: Karan Malhotra