Q] Your campaign ‘Just Say It’ celebrates the expression of love towards fathers. What was your inspiration behind this idea?
When we were brainstorming for Father’s Day, an insight came from our team member – “Why don’t we express our love to our fathers?” We built on this insight and took it forward. My dad used to say, “God bless you,” to which I would only reply with a mere, “Thank you,” and never a, “God bless you too.” We love our dads but don’t explicitly tell them so. Even our female team members said that they face the same difficulty. So we thought of using this insight, and promoting the expression of love towards our fathers.
Q] How did the audience react to this commercial?
Our campaign was designed to encourage people to express their love for their fathers, with a creative twist of seeing ‘signs’ (to do so) everywhere. Almost as if the universe was urging them to act. It sparked mixed reactions – from playful trolling to heartfelt responses. One LinkedIn message stood out – someone shared how the campaign helped him reconnect with his father after years of not talking. This showed, that our campaign had a deeper purpose moving beyond marketing; touching lives, and strengthening familial bonds.
Q] Could you tell us about the mediums used to execute this campaign?
We ran a reach & frequency campaign, where our primary creative was 90-seconds-long, and we produced some 15-30 second creatives for repeat viewing. In addition to going Digital, we added a lot of BTL assets to it. For those who placed orders on Father’s Day, we sent a bag and a love note; and this garnered media attention as many people shared these bags and notes on social media.
Q] Zepto leveraged the IPL wonderfully. What other major properties and events do you utilise for your marketing initiatives?
We base our communications around major festivals and events, like we did around Father’s Day. Festivals and major events provide great opportunities for the adoption of new categories, and they also increase the interest in existing categories. It’s a great time to find an insight and link it with the festival and emotions around it. Therefore, we go heavy on events. Secondly, we emphasise on sports, as people love to consume it. You can even find us leveraging Wimbledon. We will continue to use sports along with our regular suspects – events, festivals and emotions. We are content creators at heart; thus, our team thinks of content creation first and then the marketing bit.
Q] In today’s media landscape where some would exclaim that the focus has shifted from creatives to using the right media outlets, what do you as self-admitted content creators prefer? Does Zepto prioritise the media or the creatives?
Both are non-negotiable; you can’t do just any type of content on any media. As content creators, our focus is on relatability and topicality. For instance, trending audio on Instagram exemplifies how relevance drives engagement. When we prioritise content, we consider the viewer’s context and mood. Creative content should be tailored to fit the media. So for cricket content, we should have cricket-related media; similarly for Wimbledon, we should use tennis-related media. Effective content marries the medium, ensuring it resonates with the audience.
Q] Your fast-delivery app has a fast-delivering brand ambassador, Jasprit Bumrah. Could you tell us more about your partnership with the cricket sensation?
If you think of an Indian sportsman with top stature and speed, the first name that comes to mind is Jasprit Bumrah. Our campaign with him emphasises his speed, stating nothing is fast enough for him. Whether at a concert or in a fighter plane, Bumrah epitomises speed. The only thing that is fast enough for Bumrah, is Zepto. The Bumrah campaign has greatly enhanced our brand’s top-of-mind awareness and solidified our association with speed. Each of his stellar performances amplifies our pride, and further strengthens our brand’s image.
Q] Zepto is growing in size, market share and number, however, its losses are also rising. How long do you think it will take you to become profitable?
We’re incredibly excited about this category, and are committed to expanding into new geographies. Quick Commerce is thriving in our country and we aim to be the dominant player here. Our team is focused and dedicated to execution, and that’s where you’ll find us. However, I am a marketing person, and won’t be able to talk about the business side much.
Q] You have ventured into electronics, beauty and fashion in a short time. You have even opened up Zepto Cafe in some locations that keep updating the menu. Could you talk a bit about this journey and your expansion goal?
We started with groceries, fruits, and vegetables, excelling in backward integration and supply chain management. For example, fruits and vegetables harvested in Nashik in the morning are available in Mumbai by evening, ensuring same-day delivery. Initially focusing on this, we realised that customers want anything deliverable in 10 minutes. We’re adding more categories including jewellery and fashion, as demand evolves rapidly. Zepto Cafe, with its popular offerings like Vietnamese coffee, currently delivers in under 10 minutes; and is expanding beyond Mumbai and Bangalore. Our backend work ensures a great product-market fit, and soon, Zepto Cafe will be in many more geographies.
