MAM
Zepto unveils new campaign for its fruits & vegetables offering
Mumbai: Grocery delivery app Zepto has launched a new DVC to drive its biggest offering yet – fruits and vegetables.
Coming just a few months since its launch campaign, this latest campaign developed by L&K Saatchi & Saatchi consists of three digital films that build on the brand’s promise of delivering a fresh and wide range of fruits and vegetables within the promised ten minutes.
The film is produced by Content Factory production house and directed by Amit Satyaveer Singh and it demonstrates the convenience and ease of app usage while ordering everyday essentials from the comfort of your home, with assured quality checks- just like doing it in person.
“Most people still prefer buying their fruit and veggies in person to ensure they pick only the freshest produce. So the task was to communicate that when you’re buying fruit and veggies on Zepto, it’s like you’re picking them yourself. The film does this in a simple, charming way,” said L&K Saatchi and Saatchi Jt NCD Kartik Smetacek.
The ‘ten-minute grocery delivery’ app operates via a series of dark stores across the cities as opposed to using existing grocery stores. With its optimised network of ‘cloud stores’ or micro-warehouses, the app claims to be able to consistently deliver in ten minutes through a combination of technological and operational excellence.
“The films do a fantastic job of establishing Zepto as a preferred platform for Fruits & Vegetables,” said Zepto chief marketing officer Amritansu Nanda. “When it comes to fresh fruits & veggies, we wanted customers to internalise that convenience can be hand-in-hand with quality and range at great prices. Our customers lead busy, fast-paced lives. We have exceptional tech-enabled sourcing and storage capabilities operating in the background to ensure customers don’t compromise on anything.”
Over the past two months, Zepto has expanded beyond Mumbai, Bengaluru, Delhi by launching in Gurgaon, Chennai, Hyderabad and Pune, with Kolkata soon to follow.
Brands
Amazon Now to reach 100 cities with 1,000 plus centres in Rs 2,800 crore push
Rs 2,800 crore push fuels rapid delivery expansion as quick commerce heats up
NEW DELHI: Amazon India is significantly expanding its ultra-fast delivery service Amazon Now, with plans to scale operations to 100 cities across India, backed by a network of over 1,000 micro-fulfilment centres.
The move is part of a broader Rs 2,800 crore investment aimed at strengthening the company’s operations network while also enhancing safety, health and financial wellbeing programmes for thousands of associates, including fulfilment centre staff and delivery partners.
Amazon Now offers a curated selection of thousands of daily essentials, ranging from groceries such as fresh fruits, vegetables and frozen food to personal care, fashion and beauty products, small appliances, baby products, pet supplies and healthcare supplements. These are delivered within minutes, positioning the service at the centre of India’s rapidly evolving quick commerce landscape.
The expansion will take Amazon Now beyond its existing footprint in Mumbai, Delhi-NCR and Bengaluru to a wide mix of metro and non-metro cities, including Pune, Hyderabad, Chennai, Kolkata, Jaipur, Lucknow, Kanpur, Chandigarh, Ahmedabad, Meerut, Mysore, Panipat, Kochi, Amritsar, Mangalore and Vizag.
A key pillar of the initiative is its growing supply ecosystem. The company said the expansion will enable more than 16,000 farmers to directly connect with customers through sellers on the platform, using Amazon’s technology and logistics backbone to deliver fresh produce efficiently.
Explaining the momentum, Amazon India VP everyday essentials Harsh Goyal said, “Customers continue to enjoy Amazon Now, appreciating our delivery speed, value and selection, especially the quality of fresh produce sourced directly from farmers. Encouraged by this success, we have further accelerated our expansion plans and will scale Amazon Now to 100 cities, fuelled by a network of more than 1,000 micro-fulfilment centres.”
He added that the platform is designed to offer unmatched convenience, with thousands of essentials delivered in minutes, over a million items available for same-day delivery, and millions more the next day through Amazon’s wider marketplace.
At the core of Amazon Now is a network of compact, tech-enabled micro-fulfilment centres strategically located close to customer neighbourhoods. These facilities use advanced inventory systems to optimise product placement based on hyperlocal demand, enabling faster and more efficient deliveries.
With scale, speed and supply chain integration coming together, Amazon’s latest push underscores its ambition to become a dominant player in India’s quick commerce space while reshaping how everyday essentials reach consumers.
