Zepto has rolled out a campaign 'Make Soan Papdi Great Again' and playfully designates Soan Papdi as its come back officer (CBO) for the q-commerce platform. 

Conceptualised in-house, the campaign which consists of an ad film, aims to revitalise Soan Papdi, transforming the often-overlooked festive treat into a symbol of celebration. The film blends humour with relatable storytelling, tracing Soan Papdi’s journey from a regifted item to a cherished part of Diwali festivities while integrating Zepto’s efficient delivery service. It opens with two men at a tea stall, where one reads a meme about Soan Papdi being given as a bribe but never opened, leaving the character of Soan Papdi, dressed as the sweet, feeling disheartened. As he navigates rejection at a bus stop and later on a ferry, he reflects on his loneliness, despite a therapist's advice to open up. Just then, a Zepto delivery executive arrives, offering him a ride and a newfound sense of affection. The film concludes by highlighting Zepto's Diwali offer, providing a box of Soan Papdi with each delivery and a chance to win INR 5 crore, ending with the tagline, "Let's Make Soan Papdi Great Again."

What do we think about it: This film was undoubtedly a refreshing addition to the festive marketing landscape. It creatively harnesses humour-driven storytelling, by skillfully tapping into the meme culture surrounding Soan Papdi. Moreover, it cleverly revitalises this often-overlooked festive delicacy, seamlessly connecting it to its delivery service for enhanced emotional resonance and brand recall.

Chandan Mendiratta, chief brand officer, Zepto, said, “Soan Papdi is more than just a sweet. It’s a symbol of Indian festivities, an enduring part of the celebrations. This Diwali, our sellers are excited to shine a light on its charm and give it the love it deserves—along with a little help from our delivery network. I thank our sellers for enabling this campaign.”

CREDITS:

Client: Zepto

Production house: The Third Floor