Film > TV / Cinema Film: Sectors
LAW & KENNETH SAATCHI & SAATCHI, Mumbai / ZEPTO / 2023
Awards:
Overview
Credits
Write a short summary of what happens in the film
A passenger waiting in an airport asks the person behind the counter how much longer till they board. The airline staff is played by the famous Indian classical singer, Shankar Mahadevan. He says, “Just another fiiiiiiii…”, stretching the word in his signature singing style. The passengers look confused as he goes on and on. A VO comes in to say that if you’re fed up with people stretching time, order on Zepto, which always delivers on time. This is followed by the logo and line: Zepto. 10 minute grocery delivery.
Background:
The objective of the campaign was to build brand salience for Zepto, a grocery delivery service known for its prompt delivery. In a country notorious for its delays and long wait times, Zepto stands apart as an anomaly, with a reputation for always delivering on time. We used this as its key differentiator.
Describe the Impact:
Zepto’s ‘Indian Stretchable Time’ campaign ranked among the top 3 engaging campaigns of the year, with 2X more engagement and views than its direct competitors. It resulted in a whopping 571 million impressions along with a 105% growth in the Zepto’s users, and its highest-ever active users month-on-month. The brand also witnessed the highest consideration and conversion rate amongst its peers, making it synonymous with fast delivery and reliability in the minds of consumers.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
Indians have no respect for time. 2 minutes means 10 minutes. 10 minutes means half an hour. It’s no surprise that Indian Standard Time is better known as Indian Stretchable Time. We used the famous Indian classical singer Shankar Mahadevan (who is known to stretch notes while singing) to drive home this point. And so make a case for Zepto, that always delivers on time.
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