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.

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.

The film’s concept is a play on the idea of Indian Stretchable Time. Our original music track brings this to life in a surprising and memorable way. It features the renowned classical singer Shankar Mahadevan, who is famous for stretching notes while singing. In the track composed specifically for the film, he stretches the word ‘five’ in his signature singing style called an ‘alaap’, using his computer keyboard as an instrument. Literally depicting what Indian Stretchable Time feels like.

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.