e-commerce
Zepto ATOM gets personal with brands through powerful persona play
MUMBAI: Guess who’s checking you out before you even check out? Zepto is flipping the quick commerce script with a powerful new upgrade to its brand intelligence platform, Zepto ATOM. The latest feature, ‘Consumer Persona’, promises to make your data talk and it’s fluent in insights, psychographics, and pin code-level purchase patterns.
Think of it as a personal shopper for brands only smarter, faster, and built with data science. Whether it’s figuring out why someone didn’t add that chocolate bar to cart, when they’ll most likely return for dog food, or how diet preferences shift across Delhi vs. Dadar, Zepto’s persona engine has the answers.
“From multi-agency guesswork to real-time decision-making, this changes the game,” said Zepto chief business officer Devender Meel. “Brands can now engage with AI-powered personas, test messaging live, and optimise their campaigns in the moment.”
Zepto ATOM’s suite now includes:
● Chat with Synthesised Personas: Marketers can interact with AI avatars that mimic real customers to pressure-test ideas and pricing.
● Hyperlocal Campaign Launcher: Roll out ads based on city-level psychographics or cart behaviour in minutes.
● Upcoming features: Run city-specific surveys and tap into fresh audiences via sampling campaigns.
Zepto assures that all of this remains privacy-safe no personally identifiable information (PII) is involved. Insights are anonymised, yet razor-sharp.
More than 100 brands, including Tata Consumer Products, Mars, Henkel, The Whole Truth, Sid’s Farm, and Bagrry’s, are already aboard. Since launch in May 2025, Zepto ATOM has logged 40,000 plus usage hours, with over 1,500 brands participating in trial phases.
“Zepto GPT and pin code-level Geo insights have helped us pivot strategies at lightning speed,” said Shriram from Tata Consumer Products. Mensa Brands’ Ananth Narayan added, “It’s like having a crystal ball for e-commerce, but better because it’s data.”
As the quick commerce race heats up, Zepto’s making sure brands don’t just keep up, they get ahead, one consumer insight at a time.
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
