Archive · 18 Aug 2025
Zepto Shifts Focus to Build Emotional Connection Through Branding
Zepto, a quick delivery service, is becoming more than just fast deliveries; it's building an emotional connection with customers.
They are creating their own ads and content internally.
They're using special campaigns and fun themes.
They're also expanding what they deliver, from groceries to other items, using their quick supply chain.
Zepto is now thinking about how to use data to help businesses reach their customers with ads in an easier way.
They want people to feel a sense of belonging.
Zepto is evolving into a brand with cultural relevance through consistent and emotionally resonant campaigns.
The company is focused on in-house content creation, including conceptualizing and executing campaigns internally.
Zepto is monetizing its user experience through Atom, offering brands data and hyperlocal ad execution capabilities.
Zepto operates in over 70 cities, with dark stores that include kitchens for Zepto Café.
The company plans to expand its offerings beyond groceries to include a wide range of products, leveraging its tech-led supply chain.
- Who
- Zepto, Chandan Mendiratta (Chief Brand Officer and Chief Culture Officer)
- What
- Zepto is focusing on building brand relevance through in-house content creation, emotional resonance, and expanding its product offerings.
- When
- Ongoing, with recent campaigns and expansion efforts.
- Where
- Operates in 70+ cities in India.
- Why
- To create a lasting emotional connection with consumers, build brand equity and increase user engagement.
Creative Strategies
Monetization
Creative Agency vs. In-House
Creative Strategies
Some brands outsource creative work.
Monetization
Zepto believes in-house creative gives them scale, agility, and consistency.
- Key Executive
- Chandan Mendiratta (Chief Brand Officer and Chief Culture Officer)
- In-House Creative Team
- 40 members across Delhi, Mumbai, and Bengaluru
- Brand Archetype
- Creator with a hint of jester
- Cities Live
- 70+
- Product Range
- Groceries, toys, jewellery, smartphones, and other items
