Zepto has rolled out a campaign featuring the Uncle ji from Delhi, who has been going viral on social media. Titled ‘Nahi Milega’ (you won’t get it), which is also the catchphrase the viral man used, the film conceptualised by Zepto and Youngun aims to build on the brand’s USP, by leveraging the trend.
The film begins with two men in a crowded bus, debating whether they’d get a seat. One man tells the other that they left early and still did not manage to secure a seat. He asks the other when they’ll ever get one. Overhearing their conversation, uncle ji pushes through them, and says ‘nahi milega’ and goes ahead to take his seat from the ones reserved for senior citizens. A voice over then suggests that regardless of whether you get a seat, you’ll get free delivery on Zepto.
Anant Rastogi, associate director - brand marketing, Zepto, said, “Creating this campaign has been an exciting experience for all of us at Zepto. We wanted to bring to life our ethos of making things possible – like unlimited free deliveries – for all our customers. With Uncle Ji's internet-first personality, we were able to strike a chord with our young audience and drive home the brand message. We are certain Uncle Ji will win hearts, and mostly break some, too.”
Saksham Jadon and Parul Agarwal, Youngun, said, “Since life isn't perfect, we are all well versed with the emotion of 'nahi milega' and the crushing feeling it leaves behind, whether we are five or 50 years old. In this campaign we decided to convert this hard-hitting feeling into a brand theme '___ mile na mile, Zepto pe free delivery pakka milega'. To establish it, we needed someone who has experienced all ups and downs of life (i.e an old Uncle Ji) and position him as an internet guru dropping truth bombs about life with a 'nahi milega' twist as a build up to the brand films”.
According to a statement from Zepto, the campaign will feature two more films.
Conceptualisation - Youngun and Zepto
Creative - Saksham Jadon
Production house - EarlyMan Film
Director - Sapna Singh
Executive producer - Anand Menon
Producer - Milin Shah
DOP - Pratik Shah
Production designer - Ruchi Pujara
1st AD - Manish Shahi
Director's assistant - Rhea Mathews
Line production - Thomas Chenatra
Costumes stylist - Nurain Gabrani
Hair and makeup - Payal Balse
Editor - Navneet Pant
Colourist- Avinash Shukla
Online/VFX - Ajay Gupta
Music - Karan Malhotra
Sound engineer - Ravi Khatri
Post supervisor - Vikram Solanki
Post supervisor assistant - Jobin Thomas