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Unveiling Zepto’s collaboration with pacer Jasprit Bumrah, L&K Saatchi & Saatchi has conceptualised a three-part campaign, ‘Groceries delivered at Bumrah Speed’, which showcases Zepto’s speedy, consistent and precise deliveries, much like Bumrah’s deliveries on the field.
The latest campaign, strategically launched during the ongoing Cricket World Cup, follows the success of the agency’s earlier work for the brand, ‘Indian Stretchable Time’. The campaign aims to build saliency and awareness of Zepto as the fastest grocery delivery service in the country.
Kartik Smetacek, joint national creative director at L&K Saatchi & Saatchi, says, “The campaign task was to position Zepto as the fastest delivery service. So, who better than Jasprit Bumrah to set the benchmark for speed? We were working within the 20-second format, so the films needed to be sharp, with minimum build-up yet maximum impact. I think it’s a job well done.”
Viral Jhaveri, chief growth officer at Zepto, expresses, “Our partnership with Jasprit underscores our commitment to pushing boundaries, achieving perfection, and delivering with speed, consistency and precision.”
Debarjyo Nandi, executive vice president at L&K Saatchi & Saatchi, adds, “It is rare to have the business, brand and brand ambassador all delivering the brand’s core proposition seamlessly. Retain the humour, surprise and entertaining tonality, and we have a campaign that will not just build salience but create maximum impact in a highly cluttered season.”
The first film sees Bumrah flying a fighter jet while the other two place Bumrah at a blast-beat music concert and in a fast-paced news studio, where he pushes the boundaries of speed and positions Zepto as the platform of choice for lightning-fast deliveries.
Watch the ads here:
As part of the partnership, L&K Saatchi & Saatchi will manage the brand’s mainline creative, while its digital arm, Saatchi & Saatchi Propagate, will handle the brand’s digital presence and strategy.
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