Mumbai: Celebrating the dedication and hard work of India’s artisans and craftsmen, L&K Saatchi & Saatchi’s latest digital film for Reliance Digital, ‘Ichchepuroner Sharodeeya’, captures the true essence of Durga Pujo- a time of togetherness, resilience, and boundless joy.
The film explores the emotions that bind people to their traditions and the lengths to which they can go to keep these traditions alive. It reminds the viewers that the joy of celebration, just like Pujo, is for everyone. Through this campaign, L&K Saatchi & Saatchi and Reliance Digital salute India’s artisans – the unsung heroes of Pujo festivities.
L&K Saatchi & Saatchi Jt. national creative director Rohit Malkani said, “It’s that time of year when marketeers and ad agencies scratch their heads to come up with a unique piece of communication for Durga Pujo. For Reliance Digital, it was a first time as well! And while the celebrations will continue, we took a slightly introspective angle to our film. Shot in multiple locations across Kolkata by Pritha Chakraborty (Director of Mukherjee Dar Bou), the film pays tribute to pandal makers. The unsung heroes who make every Pujo memorable but fail to get any recognition.”
Reliance Digital head marketing Manoj Jain added, “With this brand film, Reliance Digital is shining a spotlight on the artists who fade away into oblivion, once their creation comes to life. Using technology as an enabler, we want them to experience the euphoria they bring into the auspicious occasion of Durga Pujo. We are also proud to introduce a first-of-its-kind ‘Best Pandal Curator’ category at the Times Sharad Shrestha Awards, which will honor the best artists in the field, giving them the much-needed recognition.”
The film is about the protagonist Kanai and his journey from overseeing the construction of a pandal to witnessing it come to life via a video call, made on the phone gifted by the young boys from the pandal authority. It emphasizes that where there is a wish, there is a way.
Mumbai: AU Small Finance Bank (AU SFB), India’s largest SFB and a name synonymous with innovative banking solutions and customer-centricity expands its brand campaign, Badlaav Humse Hai, under a tactical theme of “Soch Badlo aur Bank Bhi”.
The campaign encompasses thought-provoking messaging across three distinct product themes – savings accounts, current accounts, and video banking for complete banking, each designed to empower customers with choice, and convenience offered through technology-led solutions. L&K Saatchi & Saatchi is the creative agency of the campaign.
Leading Bollywood female actor Kiara Advani’s continued brand association with AU Small Finance Bank adds a touch of warmth and youthfulness to the campaign. Her versatile persona embodies the bank’s commitment to understanding and catering to the diverse needs of its customers. The campaign features her as a solution provider towards banking-related matters, celebrating the ever-increasing empowered financial decision-making by women in India.
In a world where traditional banking norms often confine customers, AU Small Finance Bank champions banking that adapts to individuals and businesses while staying within the regulatory guidelines. The campaign’s overarching message is clear: It’s time to rethink on your existing banking solutions and embrace Badlaav that cater to evolving needs.
Speaking about this new campaign, AU Small Finance Bank executive director Uttam Tibrewal said, “Extending from our previous brand campaign ‘Badlaav Humse Hai’, which garnered immense appreciation and amplified AU SFB brand presence, we are delighted to launch this latest brand campaign. AU has always believed in capturing customers imagination and challenging the status quo to deliver what they actually desire. This new brand campaign reflects that ideology and is tailored to resonate with the evolving aspirations of our customers. Recognizing the paradigm shift in role of women in financial decision making, we are elated to continue with Ms. Kiara Advani personifying our brand ethos. Our vision transcends beyond conventional banking—we are here to give complete banking through financial journeys that are convenient, accessible, modern, and attuned to the customers requirements.
Our message is to empower every individual with banking like never before. The Soch Badlo, aur Bank Bhi campaign celebrates that change that redefines banking.”
L&K Saatchi & Saatchi & Publicis Worldwide India CEO Paritosh Srivastava added “AU Small Finance Bank has had an incredible journey over the last six years and gained the trust of millions. It’s the largest SFB in the country. Our philosophy of being the agent of change in the banking industry is at the heart of our success. This campaign builds on the philosophy of ‘Badlav Humse Hai’ and highlights the superior quality of AU Bank’s products which are designed keeping the consumer pain points in mind. It also urges consumers to question their banking choice. AU SFB is already a respected bank. Now, we have to build a powerful brand that will resonate with millions of Indians and transform their banking experience.”
The campaign is strategically crafted to resonate with diverse audiences across the country highlighting the monthly interest payment with competitive interest rates of up to 7.25 per cent per annum on savings account, complete business banking solutions starting with a feature-loaded current account and state of-the-art AU 0101 Digital Banking platform with 24×7 video banking to provide branch-like experience.
The campaign will broadcast on TV, print, radio, OOH, and digital platforms, targeting a wide audience, and consolidating AU SFB’s position as the first preference of customers.
Mumbai: Vicks Cough Drops, the trusted brand known for its commitment to giving India a khich khich free voice, joined hands with cricket icon Yuvraj Singh to unveil its new #VicksKholIndiaBol Cheer Anthem. The #VicksKholIndiaBol cheer anthem celebrates our nation’s boundless enthusiasm for cricket and aims to enable 142 crore Voice champions to cheer for their team this cricket season.
Vicks Cough Drops has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich khich. This cricket season, Vicks Cough Drops presents a fresh musical take on keeping the Cricket Fans at the centre and giving them a khich khich free voice to cheer for their team.
The renowned #VicksKholIndiaBol anthem was crafted and conceived by Vicks India in collaboration with LK Saatchi & Saatchi. Vicks Cough drops have been a trusted solution for generations, providing relief from pesky throat irritations. This time, the challenge was unique. With the cricket season approaching, Vicks aimed to make a memorable impact in an unconventional manner. The connection between cheering and the brand was evident, but the question was how to stand out in the sea of cricket anthems.
L&K Saatchi & Saatchi Jt. national creative director Rohit Malkani said, “After several brainstorming sessions, the team embarked on a quest to find India’s ‘Voice Champions,’ rallying support from the 1.42 billion-strong Indian populace. The resulting anthem is an uplifting tribute that includes the legendary ‘six sixes’ man himself, Yuvraj Singh, and a cast of over 220 members. It has been a gratifying journey, working closely with the dedicated Vicks team who supported and encouraged us every step of the way.”
Edited Excerpts:
On Vicks Cough Drops’ legacy of iconic campaigns enabling Indians to speak up in critical life moments without hesitation, and what made you want to do this campaign ‘VickskholIndiabol anthem’ now
Cheer is such an integral part of any sport and is a major factor for any sports personality to get motivated when fans cheer them. That precisely is why we thought of coming with the #VicksKholIndiaBol cheer anthem for the upcoming cricketing season and ensuring that nothing stands in between the celebrations whilst making 142 crore voice champions of India. The lyrics of the anthem reveal how voices have the power to make the loudest cheer and how cheers can turn tables during a match and multifold the passion of cricket fans from every nook and corner of our country. Towards ensuring that no cheer goes unheard, we have also partnered with India Signing Hands to create a fun-filled version of this anthem in Indian sign language for the estimated 6.3 crore strong hearing-impaired community, who share the same passion and enthusiasm for the game. With this anthem, Vicks cough drops is celebrating the unity in diversity that defines our nation and its love for the game.
On the strategy behind the campaign and the decision to make an anthem as a centerpiece for the cricket campaign, rather than exploring other mediums
If anyone thinks about ‘Vicks cough drops’, the next thing that comes to their mind is khich khich durr karo. That’s the brand recall value our product has. When we started brainstorming to drive relevance for the brand with our customers for the upcoming cricketing season, we thought Cheering could play a pivotal role in our campaign. Hence this fresh musical take keeps the Cheers of Cricket Fans at the center. We want to give them a special way to cheer with a khich khich-free voice. The #VicksKholIndiaBol anthem celebrates our nation’s boundless enthusiasm for cricket, and the power of the collective voices of India’s 142 crore Voice Champions as they cheer during this cricket season. It reminds all of us of the power of cheering and how Vicks Cough Drops is enabling India to cheer uninterrupted to lead their team to victory. The lyrics of the anthem reveal how voices have the power to make the loudest cheer, how cheers can turn tables during a match and multifold the passion of cricket fans from every nook and corner of our country.
On the creative process behind creating this anthem and is it the first time that Vicks has explored this territory
The genesis of this idea was the desire to bring together Fans from across the country as Voice Champions to cheer for their team. We went through several rounds of brainstorming to figure out the best method to connect with our audience, and it became evident that music was the key. Music, being a universal language, was selected as the medium for bridging cultural and social boundaries and instilling a sense of solidarity and pride. The lyrics of the anthem reveal how voices have the power to make the loudest cheer, how cheers can turn tables during a match and multifold the passion of cricket fans from every nook and corner of our country. In this anthem we have brought together music, cricket and the power of 142 crore voices to cheer aloud and together. It’s a call to action, reminding us that our cheers, no matter where they originate from, can resonate on a large scale, symbolising unity in diversity.
Secondly, we are also bringing in inclusivity with this anthem by partnering with India Signing Hands. The brand is set to release a special version of the anthem for the deaf community. There are approximately 6.3 crore cheers that remain unheard of the hearing-impaired community. For that, the brand has unveiled a one-minute version of the anthem featuring passionate fans from the community and Yuvraj Singh grooving to it. This version of the anthem will be released in the coming weeks.
On social media and digital playing a big role for every brand today, your plan to amplify the anthem and your marketing/communication for a vast regional and vernacular market
The Anthem will be live across our channels and will be engaging consumers in a host of online and offline activities making them CHEER the loudest with a khich khich free voice. This campaign will be digitally led with a primary focus on platforms like YouTube, Hotstar, and Meta. Although we are using a variety of media outlets, these platforms will be a key part of our advertising strategy because they offer an ideal setting to interact with a large and varied audience. We are also looking to create a shorter duration of the anthem and partnering with influencers who will bring their version of the anthem digitally. We also have a hook step challenge that will go live soon.
On how the festive season along with the ICC World Cup is being played in India after 11 years, every brand wants to be associated with cricket as it is worshipped in India, and on planning to stand out in this cluttered space and what would be your USP
Vicks Cough Drops, the market leader in Throat Lozenges in India has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich khich. This cricket season, Vicks Cough Drops presents a fresh musical take on keeping the Cricket Fans at the centre. We want to give them a special way to cheer with a khich khich-free voice.
The Vicks Khol India Bol campaign shall be disseminated across all the touch points relevant to the target audience like YouTube, Hotstar & Meta. Young Adults are the ones who really help spread the word, and therefore, we are going to get them on board to remind all fans to cheer without khich khich for their favourite team this cricket season with reminders across cricket matches on Hotstar. We have an exciting contest also coming up for all the cricket fans as discussed by Yuvraj and the details will be available on the Social Media handles of Vicks very soon.
On Vicks cough drops showcasing the power of India’s 142 crore Voice Champions, its importance for brand Vicks and on taking it forward
Cricket holds a special place in the hearts of Indians, going beyond being just a sport. This campaign aims to celebrate the power of cheering and the emotional connection people have with cricket, especially during the festive season. To reach consumers effectively, the brand plans to leverage various touchpoints and have and multiple phases of activations designed to involve consumers in creating their content. Towards ensuring that no cheer goes unheard, we have also partnered with India Signing Hands to create a fun-filled version of our new cheer anthem in Indian sign language for the estimated 6.3 crore strong hearing-impaired community, who share the same passion and enthusiasm for the game. With this anthem, Vicks cough drops is celebrating the unity in diversity that defines our nation and its love for the game.
Mumbai: Vicks Cough Drops, the trusted brand known for its commitment to giving India a khich-khich free voice, joined hands with cricket icon Yuvraj Singh to unveil its new #VicksKholIndiaBol cheer anthem. The #VicksKholIndiaBol cheer anthem celebrates our nation’s boundless enthusiasm for cricket and aims to enable 142 crore Voice champions to cheer for their team this cricket season.
Vicks Cough Drops has always been known for its iconic campaigns highlighting how it has enabled Indians to speak up in critical moments of life without any khich-khich. This cricket season, Vicks Cough Drops presents a fresh musical take on keeping the cricket fans at the center and giving them a khich-khich free voice to cheer for their team.
P&G India category leader – personal healthcare Sahil Sethi stated, ” This cricket season, Vicks cough drops is delighted to launch the #VicksKholIndiaBol anthem in collaboration with Yuvraj Singh, to inspire millions to cheer aloud with a khich khich free voice and support their team with a josh like never before. The lyrics of the anthem reveal how voices have the power to make the loudest cheer, how cheers can turn tables during a match, and multifold the passion of cricket fans from every nook and corner of our country. To ensure that no cheer goes unheard, we have also partnered with India Signing Hands to create a fun-filled version of this anthem in Indian sign language for the estimated 6.3 crore strong hearing impaired community, who share the same passion and enthusiasm for the game. With this anthem, Vicks cough drops are celebrating the unity in diversity that defines our nation and its love for the game.”
Speaking about the anthem cricket icon Yuvraj Singh shared, “There is nothing more motivating for a player than the encouraging cheers of our fans. I am thrilled to be a part of the #VicksKholIndiaBol anthem as we call on cricket lovers to become Voice champions and cheer out loud. The #VicksKholIndiaBol Cricket anthem not only promotes unity and inclusivity in cheering for India but serves as a powerful reminder that when we unite our voices, there is nothing we cannot achieve. I also enjoyed learning and performing the anthem in Indian sign language and thank Vicks and India Signing hands for this opportunity to connect with this very special community of cricket fans.”
Although India is home to a remarkable 142 crore cheers, approximately 6.3 crore cheers remain unheard, and this significant fraction belongs to the hearing-impaired community. Hence, this cricket season, Vicks Cough Drops has collaborated with India Signing Hands – an organization dedicated to promoting Education, Awareness, and Accessibility for the Deaf Community in India – for a specially curated Indian sign language version featuring passionate fans from the community and Yuvraj himself grooving to it.
India Signing Hands founder & CEO Alok Kejriwal shared, “As a deaf individual I faced difficulties in acquiring news from channels or communicating with hearing people due to lack of accessibility tools such as interpreters and subtitles. Realising that many deaf persons would also be facing the same issues, a group of us came together to start India Signing Hands (ISH) with the goal of providing solutions to “Accessibility” issues faced by deaf people in India. Vicks has been a household brand for many of us, and we were so excited to be approached by Vicks to create this one-of-its-kind fun anthem in Indian sign language to enable the deaf to also join in to cheer during this cricket season. The anthem will soon be released on our social channels reaching over six lakh members of the community. We applaud Vicks Cough Drops for this inclusive effort and thank Yuvraj for his enthusiastic support.”
This iconic #VicksKholIndiaBol anthem has been curated and conceptualised by Vicks India in partnership with LK Saatchi & Saatchi. “For generations, Vicks Cough drops have been getting rid of your khich-khich and soothing itchy throats. But this time around, the challenge to us was slightly different. With the cricket season around the corner, Vicks wanted to create noise (pun intended!) in an unconventional way. The cheering/voice connect to the brand was obvious. But how do we slice this one differently? How do we avoid getting lost in the slew of cricket anthems? Multiple jamming sessions later, the team began the search for India’s ‘Voice Champions’, garnering support from 142 crore Indians through a rousing anthem that features the ‘six sixes’ man himself Yuvraj Singh and over 220 cast members! It’s been a long and satisfying ride for us, partnering with Vicks team who have indulged and rooted for us all the way” said L&K Saatchi & Saatchi Jt. national creative director Rohit Malkani.
Vicks Cough Drops can be purchased across all grocery and pharmacy stores near you.
Mumbai: L&K Saatchi & Saatchi has secured the integrated creative and digital mandate for Dunkin’, a coffee and doughnut brand from Inspire International. Jubilant Food Works holds the master franchise rights for India. As part of the partnership with the India team, L&K Saatchi & Saatchi will be responsible for managing both the mainline and digital creatives of the brand, operating from its Gurgaon office.
This partnership aims to help Dunkin’ in relaunching the brand in India, where the focus will be on the international range of coffee, doughnut menu and international fusion food. The partnership aims to boost Dunkin’s brand presence across various channels and broaden its national reach. The holistic approach seeks to leverage the agency’s proficiency in crafting compelling stories that resonate with the target audience and bolster brand awareness.
Under this mandate, L&K Saatchi & Saatchi will provide a full spectrum of brand-building solutions and strategic launches for Dunkin’, while its digital arm, Saatchi & Saatchi Propagate, will oversee Dunkin’s social media and digital content strategy.
L&K Saatchi & Saatchi and Publicis Worldwide India CEO Paritosh Srivastava said, “When Jubilant Food Works, India’s largest food service company, trusts its legacy brand Dunkin’, one of the world’s largest coffee and doughnut chains, it is a matter of immense pride and huge responsibility for us at Saatchi & Saatchi India. As with most of our wins, what is even more exciting is that it’s an end-to-end integrated communication mandate, which further proves the strength and success of ‘Power of One’ for Publicis Groupe in India. The win is a testimony to our strong footprint in the North, where we have won many respected businesses in the last year or so under the able leadership of Hindol and Rohit. As we embark on this sweet journey with Dunkin’, we are eager to craft a delicious narrative that lives up to their legacy. I am confident that the team will do a stunning job of sprinkling some Saatchi magic on Dunkin’s already-perky brand.”
L&K Saatchi & Saatchi joint national creative director Rohit Malkani added, ““How often do you get to work on a legacy brand that’s nearly 75 years old!? How often do you get to work on a brand that you want to sink your teeth into(literally) everyday!? Dunkin’ has been a creative smorgasbord from the time we started work on the business. The opportunity to create differentiated work in the QSR space is drool worthy and the team at Dunkin’ are the perfect match to dress up this Brand in a new avatar. A bit like a donut and coffee!”
Dunkin executive vice president and business head Chitrank Goel expressed, “I am absolutely thrilled about the incredible opportunity to collaborate with L&K Saatchi & Saatchi. Their reputation for innovative and impactful campaigns resonates with Dunkin’s core values of positivity and fun. The prospect of combining our creative energies and expertise fills me with anticipation for the remarkable and memorable projects that we will undoubtedly create together. This partnership is a truly exciting step forward, as we want to reach more consumers to DUNK-IN in our coffee and bakery more often.”
Mumbai: L&K Saatchi & Saatchi has won the media mandate for Captain Steel India Ltd, a leading TMT bar producer. The account will be serviced from the agency’s Kolkata office.
This collaboration marks a significant step forward in Captain Steel’s mission to enhance its brand presence and expand its reach across the country. As part of this partnership, the agency will be responsible for managing Captain Steel’s mainline and digital creatives, as well as its digital media solutions. This holistic approach aims to leverage the agency’s expertise to develop captivating narratives that resonate with the target audience and drive brand recognition.
L&K Saatchi & Saatchi Jt national creative director Rohit Malkani said, “When one of the fastest growing TMT bar manufacturers was looking out for an agency to partner them to create a national footprint, it was an opportunity we couldn’t wait to sink our teeth into. Captain Steel is one of the most visible brands in the East with a legendary brand ambassador and huge ambitions. We are delighted to win this opportunity to get them to where they want to be.”
Captain Steel director Avinash Agarwalla expressed, “Captain Steel is a brand that has carved its niche in Eastern India, Assam, Tripura. Our focus is to strengthen and expand our footprints across India. We wanted an agency partner that provides strategic thinking combined with creative solutions to augment the brand value and volume. With L&K Saatchi & Saatchi onboard, we are looking to create a difference in this highly cluttered marketplace.”
L&K Saatchi & Saatchi executive vice president and business head (North & East) Hindol Purkayastha added, “Captain Steel has been at the forefront in the TMT segment and their presence through distribution and marketing is truly enviable. We are indeed delighted to have the opportunity to partner with the brand’s ambitious growth trajectory. L&K Saatchi & Saatchi Kolkata has been strengthening its presence last few years and is truly invigorated to be able to add value to Captain Steel. What is most rewarding is the digital journey that will focus on key influencers and consumers alike. The brand is clear on taking significant strides in the market, and that is an exciting challenge for us.”
Captain Steel India Ltd is one of the leading TMT bar producers manufacturing TMT rebars, TMT rings, wires and nails. With a strong network of over 5000 trade partners, it is one of the fastest growing TMT manufacturers, expanding footprints to multiple states across the country including Eastern India in Jharkhand, Bihar, West Bengal, Assam, Odissa, Tripura and certain parts of Uttar Pradesh.
Mumbai: Atria Convergence Technologies (ACT) has appointed L&K Saatchi & Saatchi India as its creative agency. The agency won the business as part of a hotly contested multi-agency pitch and will manage full-service responsibilities for the brand including advertising, brand activation, digital and PR.
To be managed by the team in Mumbai, the agency has been brought on board to actualise ACT Fibernet efforts to consolidate and grow the category in markets where it enjoys a leadership position as well as to establish significant brand presence in newer markets.
Commenting on the new partnership, ACT Fibrenet senior vice president Ravi Karthik said, “As home internet specialists, ACT Fibernet has always believed that great customer experience stems from a fine balance – the right combination of technology, service quality and expertise. L&K Saatchi & Saatchi demonstrated the right balance of business understanding, passion and creative ability through the pitch process. We’re confident they are the right partners for us as we continue to grow from strength to strength.”
Adding his views, L&K Saatchi & Saatchi executive vice president & business head Nikhil Kumar said, “It’s a pleasure to have the ACT team on board after a multi-agency pitch. Our ability to understand their hyper-local business dynamics, with special focus on the next stage of growth, gave us the edge in the boardroom. We aim to maintain this benchmark of delivery, keeping in mind the dynamics of the category & look forward to partnering with them as an extension of their business & marketing teams.”
Mumbai: L&K Saatchi & Saatchi has won the creative mandate of India’s newest airline brand, Akasa Air. As its creative partner, the agency will manage strategic and creative initiatives for the airline, which include developing brand and tactical communication for above-the-line and below-the-line elements. It will also develop brand communication campaigns and creatives for launch and sustenance phases and be involved in designing brand identity applications across mediums.
The account will be managed by the Mumbai office of the agency.
Commenting on the association, Akasa Air co-founder and chief marketing & experience officer Belson Coutinho said, “We are on a journey to build India’s most dependable and affordable airline that delivers warm, reliable, and efficient service. Hence, it is inevitable to have a communication strategy that complements both the brand promise and our actual delivery on the ground. We want our brand communication to be authentic, drive creativity and innovation, and at the same time reflect our core value of empathy.”
“We found L&K Saatchi & Saatchi an ideal partner to help us on our journey with their creative, collaborative, and insights-led approach, and we are pleased to have them on board as our Agency on Record,” he added.
Sharing his views on how Akasa Air would power India’s growth engine, L&K Saatchi & Saatchi CEO Paritosh Srivastava said, “It’s literally a once-in-a-lifetime opportunity to launch an airline; it doesn’t get bigger than this. The experience of being a part of the core team at Akasa and going through the journey of the launch of something as massive and transformational for our country and people is truly humbling. Aviation is a tough business, and everyone involved has to bring their best game to the table. We will try everything in our power to contribute to Akasa’s success in the time to come. We believe we are not an agency for Akasa; we feel a sense of ownership, and treat this as our own business.”
Mumbai: Publicis Groupe has announced the appointment of Oindrila Roy as managing director at Publicis Worldwide, India. She will report to L&K Saatchi & Saatchi and Publicis Worldwide India CEO Paritosh Srivastava.
A staunch proponent of using the power of data to arrive at communications solutions for business growth, Roy will work towards fostering rapid growth and benchmarking Publicis Worldwide as the agency of choice for brands and the industry, the agency said in a statement.
Additionally, the appointment aims to dial up Publicis Worldwide India’s offerings and spectrum of expertise in the marketplace, with technology, experience, and data-fuelled creative solutions. Part of Publicis Groupe, Publicis Worldwide India works with clients such as Citibank, Zee, Heineken, Linen Club, Times Television Network, Enamor, HDFC Mutual Funds, and Kalpataru, among others.
Over the past 20 years, Roy has held senior positions across organisations including JWT, Leo Burnett, Edelweiss, and Essence (Group M), where she worked across multiple industries such as BFSI, FMCG, beauty, e-commerce, ed-tech, and a whole host of direct-to-consumer brands.
Paritosh Srivastava said, “Publicis Worldwide is the flagship agency network for the Groupe and India is a very critical market. Finding the right leader for PWW was quite a task. Oindrila is just the right person for the role for many reasons. She is that rare breed who has solid traditional brand management experience along with a keen sense of where the future lies.”
He added, “Oindrila has a rich and varied exposure to creative agencies, media and data, which our wonderful brands and clients can benefit from. Having worked in the Groupe before, she is familiar with the philosophy of “Power of One” and the magic it can create for our client partners.”
Mumbai: The grocery delivery app Zepto has launched its latest brand campaign at the IPL which made it the most talked about brands. Created by L&K Saatchi and Saatchi, the campaign is rooted in the fact that time is seen as an expandable commodity in India.
Whether it’s waiting for your food at a restaurant or to board a flight, Indian Stretchable Time is something we’ve all experienced. Zepto stands apart with its proven track record of always delivering within the time committed.
It brings alive this idea in a surprising way using three famous singers – Kailash Kher, Shankar Mahadevan and Usha Uthup to drive home the point. The campaign features them in unusual roles where they literally stretch time in their own inimitable style. And hence make the point for Zepto, and its on-time delivery promise.
“Our consumers lead busy, fast-paced lives. At Zepto, through our on-time delivery promise and at the back of our exceptional tech, we constantly strive to let them know and reassure them that we value their time,” said Zepto chief marketing officer Amritansu Nanda. “This campaign, featuring some of the most iconic pop-culture voices of the country, brings alive our proposition of quick delivery and strikes the right chord with our core TG through relatable entertainment. It is also a critical milestone in our journey towards becoming synonymous with quick-commerce in India.”
L&K Saatchi and Saatchi Jt NCD Kartik Smetacek commented, “It’s often said clients get the work they deserve. Zepto is case in point. From scripting these, to presenting them, to producing them, working on the campaign was an absolute pleasure, with the agency and client working as one team completely committed to the end product. I think the results speak for themselves.”
Zepto is now available beyond Mumbai, Bengaluru, Delhi and includes Gurgaon, Chennai, Hyderabad, Pune and Kolkata, according to the statement.
