In a category dominated by speed, discounts, and sameness, Zepto has chosen to stand out by doing something completely unexpected-turning marketing into culture.
Founded in 2021 by Aadit Palicha and Kaivalya Vohra, Zepto rapidly scaled its 10-minute delivery model through a network of dark stores. But as competitors like Blinkit and Instamart began offering similar services, the real challenge wasn’t logistics-it was differentiation. In a market where everyone promises the same convenience, how do you stay memorable?
Zepto’s answer lies in shifting from performance-led messaging to conversation-led marketing. Instead of repeatedly advertising delivery speed, the brand began creating experiences designed for virality. From The Great Indian Fake Shaadi, where creators became part of a staged wedding, to hosting New Year melas and Valentine’s prom nights, Zepto turned its campaigns into content ecosystems.
At the centre of this strategy is a simple but powerful question, championed by its Chief Brand and Culture Officer, Chandan Mendiratta: “Will people talk about this?” This focus on shareability over traditional metrics has allowed Zepto to organically dominate digital conversations.
The brand’s always-on presence-through festival-led activations, real-time content, and strategic collaborations-ensures it remains culturally relevant. Importantly, this visibility is backed by strong execution, from in-house creative capabilities to operational and technological scale.
Zepto’s approach highlights a broader shift in modern marketing. In an attention economy, brands don’t grow by being seen-they grow by being talked about.
