Partnering with Haldiram’s, Zepto brings India its first-ever mithai election – where sweets campaign, voters decide, and Diwali gets a delicious twist.
After turning Soan Papdi into a national comeback story last Diwali, Zepto – one of the India’s fastest-growing quick commerce platform – is back to sweeten the festive season once again, this time with an election like no other. In partnership with Haldiram’s, Zepto presents Mithai Wars 2025 – India’s first-ever mithai election, where the country’s favourite sweets battle it out for the ultimate crown: “India’s Favourite Mithai.”
Last year, Zepto’s “Make Soan Papdi Great Again” campaign transformed the internet’s most regifted dessert into a cultural icon. This year, the story continues – only bigger, bolder, and far more competitive.
From October 10th to 14th, every eligible Zepto delivery turns into a mini polling booth. Users will receive a mystery mithai box from Haldiram’s*, with no clue which sweet candidate lies inside until they open it. Each mithai arrives with its own cheeky manifesto, urging voters to “taste before they decide.”
Once the sweet moment is over, patrons can head to the Zepto app to cast their vote – deciding which contender wins India’s sweetest election.
The ballot is full of flavour, with four strong personalities competing for the crown:
| Soan Papdi | Kaju Katli | Chana Burfi | Peda |
| the comeback king: underestimated but unstoppable, riding last year’s redemption wave | the incumbent leader: refined, trusted, and polished to perfection | the people pleaser humble, accessible, and winning hearts with simplicity | the traditionalist: timeless, rooted, and respected across generations |
At the centre of Mithai Wars 2025 is a high-energy hero film that reimagines election frenzy through the lens of mithais on the campaign trail. With rallies, posters, and promises flying thick and fast, the film brings together satire, nostalgia, and pure festive fun – setting the tone for a campaign that’s impossible to ignore.
Campaign Film : Kaju Katli vs Soan Papdi | Zepto Mithai Wars
Just like real elections, Mithai Wars is designed to spill beyond screens – from online chatter to offline activations, so keep an eye out for Kaju Katli or Soan Papdi campaign for your dear vote.
Chandan Mendiratta, Chief Brand Officer and Chief Culture Officer, Zepto, said, “Festivals in India are defined as much by shared memories as by traditions. With Mithai Wars, we’ve taken something every Indian relates to — mithai — and added a fun, participative twist. We thank our sellers for enabling this. After Soan Papdi’s redemption arc last year, we wanted to go bigger: four mithais, one crown, and a country full of voters. It’s satire, it’s celebration, and it’s exactly the kind of joyful chaos that makes Diwali what it is, only Zepto-style.”
With Mithai Wars 2025, Zepto continues to blend culture, humour, and quick commerce into one delightful package – proving yet again that the brand doesn’t just deliver essentials, but also delivers joy, nostalgia, and connection.
This Diwali, whether your vote goes to Kaju Katli, Soan Papdi, Peda, or Chana Burfi – one thing’s certain: India’s conversations will be as irresistible as its sweets.
*Note: The mithai brand may vary in Rajasthan and West Bengal. All images are for representational purposes only.
