MAM
Zepto-Simpl’s billBoard banter flirts with #SabseTezKaun
Mumbai: Zepto, a quick commerce service, and Simpl, checkout network, have engaged in a friendly billboard banter with their #SabseTezCampaign to highlight their unique combination of instant checkout and fastest deliveries offered to millions of customers. The billboards, put up at Karol Bagh and Gurgaon- sector 66 in Delhi-NCR, tap into popular meme culture with references to popular Bollywood dialogues and one liners from stand-up comedy such as “Aao kabhi haveli pe” and “Mai kya job chhod doon”.
The billboards are strategically located in high-traffic zones of the city, thereby showcasing humorous banter between the two brands. The campaign aims to highlight the benefits of an online kirana store and a unique khata-like experience online for commuters through Zepto which offers 10-min deliveries via Simpl’s one-tap or instant checkout. The campaign, which was amplified across social media platforms has already garnered over 500,000 impressions online (Instagram, Facebook, LinkedIn) in less than 24 hours.
Commenting on the unique marketing campaign, Zepto chief brand officer Chandan Mendiratta said, “Fast checkouts with Simpl and Fast Delivery with Zepto is truly a match made in heaven. It’s a great example of two brands that uphold convenience and speed as their values coming together. It was great to see our tone of voice also matching over and above our values. However, we still can’t agree on #SabseTezKaun!”.
Simpl VP marketing Abhishek Rane said, “As new-age brands, we bring a judicious mix of traditional kirana and khata-like experience online and are highlighting its relevance for today’s customers through our #SabseTezKaun campaign. The speed and convenience that customers get with Zepto and Simpl’s partnership is unparalleled and we are excited to celebrate this with quick-witted billboard ads. By engaging in this playful banter in the physical world and amplifying it in the online world, we are tapping all relevant channels to keep our customers engaged”.
Zepto partnered with Simpl in January 2022 and has witnessed over 13 million checkouts via Simpl’s instant checkout so far. It recently integrated Zepto Pass with Instant Checkout to enhance user convenience and has been offering great rewards and cashbacks to millions of customers across the country.
With Zepto Pass availed via Simpl, pass users will get up to five per cent cashback on every transaction, unlimited free deliveries, 10 per cent off on fruits and vegetables, 10 per cent off on Zepto Cafe and up to 20 per cent on all other orders. The Khata-like feature allows users to clear all their bills for grocery purchases at once every fortnight.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
