Where ads think like memes

In India’s rapidly changing digital landscape, brands are shifting focus from traditional product sales to engaging consumer conversations. Quick commerce platform Zepto exemplifies this trend, leveraging viral social media trends to enhance brand recognition. Chandan Mendiratta, Chief Brand Officer of Zepto, stated that their marketing strategy is akin to a content creation studio, prioritizing engagement metrics such as shares and comments rather than conventional advertising reach.

Zepto’s campaigns, including “Mithai Wars,” which allows consumers to vote on their favorite sweets during Diwali, aim to foster interactions rather than merely delivering ads. Another campaign, “Fake Shaadi,” leverages the popularity of weddings among Gen Z, aiming to create a memorable marketing experience. Zepto’s marketing approach is noted for its focus on cultural relevance and emotional connection, transcending age demographics.

Market research indicates that India’s quick commerce sector is expected to generate $5.38 billion in revenue by 2025, growing at a CAGR of 15.54%, with projections of 65 million users by 2030. In response to this, Zepto is activating campaigns around lesser-known festivals, utilizing marketing strategies that intertwine cultural moments with user engagement.

Despite being a digital-first company, Zepto maintains a presence on platforms like LinkedIn for deeper audience engagement. Mendiratta noted that the company is presently active in about 70 cities in India and has plans for future geographical expansion.