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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:
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
