Zepto Advertising, India’s fast-growing quick commerce platform, is not only revolutionizing grocery deliveries with its 10-minute model but is also reshaping how brand communication works. Since its launch in 2021, Zepto has made speed a part of its DNA — from deliveries to advertisements. Chief Brand and Culture Officer Chandan Mendiratta reveals that the platform rolls out brand campaigns almost every week, focusing on creating short, relatable, and impactful stories. Instead of traditional, high-budget marketing, Zepto opts for modular storytelling that connects instantly with real-life consumer needs. The idea is to identify everyday problems, address them through engaging narratives, and maintain a relentless pace without sacrificing creativity.
Building Category Awareness Through Strategic Partnerships
Initially recognized solely for grocery delivery, Zepto has since expanded into categories like electronics, beauty, jewelry, and apparel. This expansion called for a strategic shift in Zepto advertising, with the focus firmly on driving category awareness. Each campaign is rooted in relatable consumer insights — from replacing dead batteries in remotes to urgent beauty product needs — creating natural “category entry points” for Zepto. To amplify this strategy, Zepto collaborates with top brands like Maybelline, Lakmé, and Boat, leveraging what Mendiratta calls the “halo effect.” These partnerships align brand and category awareness, giving Zepto greater visibility. Increasingly, brands are approaching Zepto to launch products, as seen with India Gate Basmati Rice’s packaging redesign, which debuted exclusively through the platform, showcasing Zepto’s rising influence in the retail space.
Entertaining Audiences with Original, Fast-Paced Content
Zepto advertising approach goes beyond traditional sales pitches — it creates content that entertains. Mendiratta emphasizes that their goal is not merely to advertise but to engage, ensuring each campaign feels fresh and original. Zepto steers clear of templated storytelling, with each ad crafted to maintain a unique tone and narrative. A standout example is their Diwali campaign that humorously reclaimed the oft-mocked Soan Papdi sweet, breaking away from clichéd festive advertising. Similarly, an original Valentine’s Day song created for a campaign became so popular that it was later released on Spotify. Zepto’s ability to produce such high-quality content at speed stems from their close partnership with Third Floor Films, using a parallel processing model to shoot multiple campaigns simultaneously. Moreover, the platform’s distribution strategy — from OOH advertising to digital and in-app promotions — is now category-led, tailored to customer behavior and seasonal trends. Underpinning it all is a company culture that prizes fun, creativity, and relatability, enabling Zepto to stay ahead in the fiercely competitive world of quick commerce Zepto advertising.
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