Summary
- Campaign: Zepto’s Uttar Pradesh City Launches
- Product: 10-minute grocery delivery service
- Target Audience: Residents of Bareilly, Gorakhpur, Prayagraj, Agra, Ghaziabad, Meerut, and Saharanpur, Uttar Pradesh, India.
- Goal: Announce Zepto’s arrival in these cities and generate excitement for its 10-minute delivery service.
- Key Element: Playful and culturally relevant copy, using popular song lyrics with localized twists.
- Agency: Posterscope (Dentsu’s OOH agency)
Zepto’s Musical Welcome to Uttar Pradesh
Zepto’s OOH campaign in Uttar Pradesh was a vibrant and engaging way to announce its arrival in six new cities. The campaign, executed by Posterscope, cleverly used popular Bollywood song lyrics, twisting them to fit the context of Zepto’s 10-minute delivery service and the specific cities.
Each billboard featured a unique, localized adaptation of a well-known song, creating a sense of familiarity and connection with the local audience. For example, in Bareilly, the iconic song “Jhumka gira Bareilly ke bazaar mein” was transformed into “Jhumka gira Bareilly ke bazaar mein baithe hain aapke order ke intezaar mein” (Your order awaits us in the Bareilly market).
Similarly, in Gorakhpur, “Tumko dekha toh ek khayal aaya” became “Tumko dekha toh ek khayal aaya, Gorakhpur mein bhaukal aaya” (Seeing you, an idea came, Gorakhpur has arrived).
In Prayagraj, the line was “Behti hai nadi, girta hai jharna 10 min delivery ab Prayagraj mein karna” (The river flows, the waterfall falls, 10-minute delivery now happens in Prayagraj).
In Agra, it was “Banja meri mumtaz, taj banwa dunga Agra mein 10 min delivery karwa dunga” (Become my Mumtaz, I will build the Taj Mahal, and deliver in Agra in 10 minutes).
In Meerut, the line was “Dil ka dariya beh hi gaya hum Meerut mein hain… batana toh reh hi gaya” (The river of my heart has flowed, we are in Meerut… I forgot to tell you).
In Ghaziabad, the line was “pyaar mein apne barbaad kardo 10 min delivery Ghaziabad mein kardo”
And finally, in Saharanpur, the line was “Dabbe mein dabba, dabbe mein aloo ab 10 min delivery Saharanpur mein chalu” (Box in box, box in potato, now 10-minute delivery starts in Saharanpur).
The campaign’s playful and humorous tone effectively captured the attention of residents, generating buzz and excitement for Zepto’s launch. The use of familiar songs created a sense of cultural relevance, making the brand feel more approachable and relatable. The campaign successfully communicated Zepto’s key selling point – 10-minute delivery – in a memorable and engaging way.
