MUMBAI: Starting with a new brand campaign, India food delivery app Zepto has landed its latest collaboration with fast bowler Jasprit Bumrah as the face of the brand.
Conceptualized by L&K Saatchi & Saatchi, the campaign, aptly named ‘Groceries delivered at Bumrah speed,’ epitomizes the essence of speed, rigor, consistency, and precision at a level that astounds everyone else, much like Bumrah’s yorkers on the cricket field.”
The film was first spotted on Virendra Sehwag’s X (earlier Twitter) handle Friday morning. The batsman set up the X commentary box for a conversation with cricketer Shikhar Dhawan.
Bumrah, who is exclusively managed by RISE Worldwide, was quoted in an official release as stating, “Zepto shares my passion for precision in every delivery, just as I strive for accuracy on the cricket field. It’s an ideal synergy, and I’m genuinely excited to be a part of this journey.”
This campaign marks the first time that the Indian audiences will experience high-intensity SFX that rival the big screens of the cinema.
Zepto’s chief growth officer, Viral Jhaveri, commented: “Our partnership with Jasprit underscores our commitment to pushing boundaries, achieving perfection, and delivering with speed, consistency and precision, much like Bumrah on the cricket field.”
“Zepto and Bumrah is a marriage made in marketing heaven. On the face of it, having India’s fastest bowler endorse a quick commerce brand seems obvious. So it was important the campaign used him in a way that was less than obvious. This film and the two to follow deliver on that, using Bumrah in a fresh, surprising, uniquely Zepto way,” said Kartik Smetacek, Jt national creative director, L&K Saatchi & Saatchi. The agency had also created the brand’s previous campaign ‘Indian Stretchable Time’ featuring Usha Uthup, Shankar Mahadevan and Kailesh Kher.
The Bumrah campaign will anchor on Disney+ Hotstar, along with various other OTT platforms, Zepto’s app, social media channels, and digital platforms. Outdoor advertising will grace the streets of all major cities where Zepto operates, ensuring that the campaign reaches every corner of the nation. The other two films will be seen going live consecutively over the next two weeks.
