Zepto reimagines New Year celebrations with culture-led Delhi event

Zepto, an consumer internet company, is set to welcome the New Year with ‘Not Another New Year Party’, an immersive cultural celebration designed to reflect how contemporary youth gather, celebrate and create shared memories. Scheduled to take place in Delhi, the event reworks the familiar New Year party format through the lens of present-day youth culture, blending nostalgia with modern social expression.

The initiative builds on Zepto’s earlier cultural outing, The Great Indian Fake Shaadi, and represents another step in the brand’s broader cultural endeavour. ‘Not Another New Year Party’ has been conceived as a high-energy, participatory experience that draws inspiration from the atmosphere of an Indian mela. The format combines music, performance and interactive elements to create a setting that feels informal, collective and rooted in shared enjoyment rather than spectacle.

The on-ground experience will feature carnival-style games, live dance performances and music-led moments designed to encourage participation and movement. By bringing together old-school warmth and new-age sensibilities, the event positions Zepto as a brand that actively engages with cultural moments rather than observing them from the sidelines. The focus remains on creating spaces that feel familiar and welcoming, while still being relevant to evolving youth preferences.

‘Not Another New Year Party’ also represents a significant addition to Zepto’s growing portfolio of cultural properties. The platform reflects the company’s continued investment in relevance-driven culture, prioritising meaning and context over scale. By anchoring the event in nostalgia, music and collective joy, Zepto aims to reinforce its presence within moments that resonate emotionally with young audiences.

The event is supported by a lineup of brand partners integrated across the experience. Google Pay has joined as the title sponsor, with Mondelez India, CeraVe, Park Avenue, Blue Heaven and Unilever portfolio brands Hellmann’s, Knorr and Kissan participating as brand partners. Each association has been embedded through contextual touchpoints intended to complement the celebration without interrupting the flow of the event.

Commenting on the initiative, Chandan Mendiratta, chief brand officer at Zepto, said, “Celebrations are deeply ingrained in how young Indians connect and express themselves, and ‘Not Another New Year Party’ is a compelling reflection of that spirit. At Zepto, we are focused on building events that feel intuitive and authentic. This is less about scale and more about meaningfully showing up in moments that matter, in ways that feel natural rather than transactional.”

Following the success of properties such as Fake Shaadi, ‘Not Another New Year Party’ marks the next phase in Zepto’s evolving cultural journey. Built around a philosophy of relevance over reach, the platform brings together creators, communities and immersive storytelling to mirror how young Indians celebrate today. By investing in experiences that exist both on-ground and online, Zepto continues to extend its relationship with consumers beyond transactions, engaging with them at culturally significant moments.