The 10-minute grocery delivery app, Zepto, has launched an IPL campaign to lay emphasis on its quick delivery feature. Conceptualised by L&K Saatchi & Saatchi, the films feature popular singers Usha Uthup, Kailash Kher and Shankar Mahadevan in each and nudge impatient consumers to look to Zepto for a quick turnaround.
All the three films begin in different settings, with the protagonists as a nurse, a waiter and a customer care executive. Uthup, who plays the nurse, starts to stretch the word ten minutes in her style of singing, when a patient asks her how long it would take for him to meet the doctor. Similarly, Kher plays the waiter and stretches on the word two minutes in his own style, as a reply to the people who ask him when their food would be served. In the last film, Mahadevan does the same as a reply to a lady waiting to board her flight.
Towards the end of each film, the voice-over suggests that people who don’t like unnecessary stretches in life must look at Zepto for quick 10-minute delivery.
Amritansu Nanda, chief marketing officer, Zepto, said, “Our consumers lead busy, fast- paced lives. At Zepto, through our on-time delivery promise and at the back of our exceptional tech, we constantly strive to let them know and reassure them that we value their time. 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. It is also a critical milestone in our journey towards becoming synonymous with quick-commerce in India.”
Kartik Smetacek, Jt NCD, L&K Saatchi & Saatchi, said, “It’s often said clients get the work they deserve. Zepto is a 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.”