The One Show
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Category
Casting
Annual ID
OS23_MI038B
About the Work
The objective of the campaign was to build brand salience for Zepto, a grocery delivery service that delivers in 10 minutes.
Our idea stemmed from a particularly relevant cultural insight: Indians have no respect for time. In this country, 2 minutes means 10 minutes. 10 minutes means at least half an hour. It’s no surprise that Indian Standard Time is better known as Indian Stretchable Time.
We featured famous Indian classical singers like Kailash Kher, Shankar Mahadevan and Usha Uthup, who are known to stretch notes while singing, and made them instead stretch time. And so make a case for Zepto, a grocery delivery service that always delivers on time.
Our idea stemmed from a particularly relevant cultural insight: Indians have no respect for time. In this country, 2 minutes means 10 minutes. 10 minutes means at least half an hour. It’s no surprise that Indian Standard Time is better known as Indian Stretchable Time.
We featured famous Indian classical singers like Kailash Kher, Shankar Mahadevan and Usha Uthup, who are known to stretch notes while singing, and made them instead stretch time. And so make a case for Zepto, a grocery delivery service that always delivers on time.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
L&K Saatchi & Saatchi / Mumbai
Production Company
Early Man Film Pvt Ltd / Mumbai
Art Director
Sandeep Salunkhe
Copywriter
Kartik Smetacek
Pushan Mukherjee
Chief Creative Officer
Kartik Smetacek
Creative Director
Divakar Shetty
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