MAM
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
Time brings TIME100 Next franchise to India with Reliance
List to spotlight 100 emerging leaders, gala set for December 2026 in Mumbai.
MUMBAI: It’s about time India’s next wave got a global spotlight and now, it’s on the list. New York-headquartered Time is expanding its TIME100 Next franchise to India, partnering with Reliance Industries Limited to launch TIME100 Next India, its first international extension of the rising leaders platform. The announcement was made at the Time100 Gala in New York by Jessica Sibley and Nita Mukesh Ambani, signalling a strategic push to tap into India’s growing influence across sectors.
The India edition will recognise 100 emerging leaders from the country and the global Indian diaspora, spanning business, science, sports, arts and social impact. The list will be curated by Time’s editorial team and published online, continuing the franchise’s focus on identifying individuals shaping the future.
The initiative will culminate in a gala event scheduled for December 2026 at the Nita Mukesh Ambani Cultural Centre, anchoring the platform within India’s cultural and business ecosystem.
TIME’s broader Time100 franchise has steadily expanded its global footprint since 2021 through events and impact-led initiatives. Executives noted that India’s growing pool of influential voices and innovators made it a natural next step for the platform’s international ambitions.
For Reliance, the partnership aligns with its broader push to support emerging talent and ideas on a global stage. For Time, it marks a timely bet on India not just as a market, but as a talent engine shaping the next chapter of global leadership.
