A patient waiting in a clinic asks the nurse sitting behind the desk how many minutes more. The nurse is played by the famous Indian singer, Usha Uthup. She says, “Please wait, only teeeee…”, stretching the word in her signature singing style. The patients look confused as she goes on and on with the other nurses joining her in a chorus. 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.

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.

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 singer Usha Uthup (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.