A customer in a restaurant asks the waiter how long their food will take. The waiter is played by the famous Indian classical singer, Kailash Kher. He says, “Only twooooo…”, stretching the word in his signature singing style. The customers 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 Kailash Kher, who is famous for stretching notes while singing. In the track composed specifically for the film, he stretches the word ‘doh’ (two) in his signature singing style called an ‘alaap’, holding that single phrase for 30 seconds. 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 Kailash Kher (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.