ITV

Tag: Grocery delivery app

  • Dunzo’s brand head Sai Ganesh quits

    Dunzo’s brand head Sai Ganesh quits

    MUMBAI: Logistics and grocery delivery app Dunzo’s head of brand Sai Ganesh has resigned. His next move is not known as of now.

    Ganesh joined the delivery startup three years back and worked on building brand Dunzo. His mandate included marketing and brand building of Dunzo and its recently launched quick commerce service Dunzo Daily.

    Under his leadership, Dunzo created several viral advertising campaigns such as “Sri Fridgesh Coolkarni”, #GroceryKaDramaChodo campaign and “Learn Kannada Starter Pack”. The latest Dunzo QR code commercial that played out on viewers’ screens during the IPL Finale, has also gone viral and has been quite successful for the brand, according to the company. Dunzo CEO Kabeer Biswas in a LinkedIn post said their traffic spiked 10 times in the hours the campaign was run.

    On Ganesh’s departure, Dunzo CEO and co-founder Kabeer Biswas said, “We love Sai. We at Dunzo are so proud of everything that he and the Brand team have built over the last 4 years. He leaves behind an incredible legacy in pushing the boundaries on mediums & changing how brands can & should tell a story in today’s age. I told Sai on his last day that Dunzo will always be a company that he built.”

    “We are very excited about what he does next. So Long, Partner. At Dunzo, we will keep building and challenging the norms from here on. We are in it to build one of the most endearing brands to come from India, and will always keep pushing the boundaries of story-telling,” he added.
    Before joining Dunzo, Ganesh worked as AVP – marketing at Zomato where he was responsible for the growth and marketing of the company’s membership service Zomato Gold (later renamed to Zomato Pro). He was in charge of the India, Portugal and UAE markets. In his more than decade-long career, he also worked at AB InBev India & South East Asia as a senior brand manager, Hanes and TVS Motor

  • IPL campaign was a critical milestone towards becoming synonymous with quick-commerce: Zepto CMO

    IPL campaign was a critical milestone towards becoming synonymous with quick-commerce: Zepto CMO

    MUMBAI: Ten-minute grocery delivery app and the youngest entrant on the quick commerce scene, Zepto launched its latest IPL campaign last week. Crafted by L&K Saatchi and Saatchi, the third film in what has been a high decibel campaign in more ways than one considering it features powerhouse singers has veteran versatile vocalist Usha Uthup displaying her vocal prowess this time, after Kailash Kher and Shankar Mahadevan.

    Aiming to emphasise the time-stretching habits prevalent in our society, the brand films showcase each of the three artists in never-before-seen avatars, stretching their vocal chords in uncharacteristic settings: Kailash Kher as a cocky waiter in a crowded eatery, Shankar Mahadevan as a cool-as-cucumber airline staff at an airport and now Usha Uthup as a matronly nurse in a clinic’s waiting room.

    Speaking to IndianTelevision.com, Zepto chief marketing officer Amritansu Nanda reveals the brief given by the brand to the agency for the campaign. “Our consumers lead busy, fast-paced lives, and most of them are not used to having their time valued. The concept of our campaign roots from this very human insight that time is seen as an expendable commodity in India (hence the caption ‘Time kheechne ki aadat se pareshaan’)”.

    Whether you are waiting for your food at a restaurant or to board a flight, the infamous ‘Indian Stretchable Time’ is something we’ve all experienced, he continues. “Through our communication, we wanted to bring in a shift and a surprise- Assure our consumers that we value their time and surprise them with how Zepto delivers on time.”

    The objective of the campaign, says Nanda, was to move beyond functional communication that only highlights instant gratification, to “a more meaningful, relatable story that aligns with the concept of time”. “We wanted to build stronger resonance amongst the existing TG while acquiring new digitally-savvy consumers.” Beyond it all, the idea was to build a campaign that cultivates competitive mindshare for Zepto; one with high repeat viewability, stickiness, and consumer love for the brand, he adds.

    On enlisting the three celebrity singers Shankar Mahadevan, Kailash Kher and Usha Uthup for the ad films, Nanda says, “We wanted to bring in faces that share a deeper connect with our core TG- millennials & Gen Z’s, and also lend credibility to the brand and its concept.”

    Stating that the campaign was a critical milestone in Zepto’s journey towards becoming synonymous with quick-commerce, he asserts, “Kailash Kher, Shankar Mahadevan, and Usha Uthup in their unusual roles didn’t just bring alive the concept of ‘Indian Stretchable Time’ in their inimitable style, but also made the case for Zepto and its on-time delivery promise with relatability at its core.” The campaign delivered the perfect blend of entertainment and salience, cutting through the clutter during IPL, he adds.

    Being a digitally native brand, Zepto chose to run its IPL campaign on the OTT platform Disney+Hotstar instead of opting for television or on-ground sponsorship, as it speaks to the ‘digitally-savvy’ audience. The brand is stoked with the response that all three of the brand films have been receiving across digital platforms. Says Nanda, “With Hotstar as our central platform, we were able to target the perfect set of audiences across our ten core markets.” The campaign has certainly helped us drive awareness, engagement & trials, he says signing off.

    Watch the three brand films here:

  • Zepto unveils new campaign for its fruits & vegetables offering

    Zepto unveils new campaign for its fruits & vegetables offering

    Mumbai: Grocery delivery app Zepto has launched a new DVC to drive its biggest offering yet – fruits and vegetables. 

    Coming just a few months since its launch campaign, this latest campaign developed by L&K Saatchi & Saatchi consists of three digital films that build on the brand’s promise of delivering a fresh and wide range of fruits and vegetables within the promised ten minutes.              

    The film is produced by Content Factory production house and directed by Amit Satyaveer Singh and it demonstrates the convenience and ease of app usage while ordering everyday essentials from the comfort of your home, with assured quality checks- just like doing it in person.

    “Most people still prefer buying their fruit and veggies in person to ensure they pick only the freshest produce. So the task was to communicate that when you’re buying fruit and veggies on Zepto, it’s like you’re picking them yourself. The film does this in a simple, charming way,” said L&K Saatchi and Saatchi Jt NCD Kartik Smetacek.

    The ‘ten-minute grocery delivery’ app operates via a series of dark stores across the cities as opposed to using existing grocery stores. With its optimised network of ‘cloud stores’ or micro-warehouses, the app claims to be able to consistently deliver in ten minutes through a combination of technological and operational excellence.

    “The films do a fantastic job of establishing Zepto as a preferred platform for Fruits & Vegetables,” said Zepto chief marketing officer Amritansu Nanda. “When it comes to fresh fruits & veggies, we wanted customers to internalise that convenience can be hand-in-hand with quality and range at great prices. Our customers lead busy, fast-paced lives. We have exceptional tech-enabled sourcing and storage capabilities operating in the background to ensure customers don’t compromise on anything.”

    Over the past two months, Zepto has expanded beyond Mumbai, Bengaluru, Delhi by launching in Gurgaon, Chennai, Hyderabad and Pune, with Kolkata soon to follow.