Zepto launched an expansive outdoor billboard campaign to announce its rapid expansion across Uttar Pradesh and Rajasthan. The quick commerce company placed large static billboards along busy intersections in major regional cities. The physical execution relied entirely on bold text that reimagined famous Hindi songs and regional phrases to promote the “10 minute delivery” service.
Uttar Pradesh billboards:
In Uttar Pradesh, the outdoor rollout targeted high traffic areas in cities including Bareilly, Agra, and Saharanpur. The creative team modified familiar cultural references to fit the grocery delivery context. A billboard in Agra referenced the Taj Mahal to promise rapid service. The Saharanpur advertisement used a childhood rhyme to state that the “10 minute delivery” service had officially started in the area.
Rajasthan Billboards:
The hyperlocal strategy continued into Rajasthan, where the brand embraced distinct regional identities. In Jaipur, the campaign played on the city’s famous pink architecture, using modified song lyrics. Udaipur received a unique touch with a playful reference to the local Rajasthani dialect. Billboards in Kota featured a quirky mathematical pun regarding the circumference of a circle to appeal to the massive student population.
This street level strategy generated immediate attention and word of mouth sharing among daily commuters. The humorous wordplay helped the delivery application establish instant familiarity in markets where quick commerce is still a new concept. The outdoor rollout successfully drove massive regional brand recognition without relying on expensive television spots or celebrity endorsements.
Campaign Name: Not mentioned
Agency Name: Not mentioned
Brand Name: Zepto
Location: Uttar Pradesh, Rajasthan
