Zepto
Kiranakart Pte Ltd.
campaign
How Zepto's festive campaign used AI to give Soan Papdi an image makeover
Zepto's festive campaign transformed the often-overlooked sweet, Soan Papdi, into a festive hero through humour and an AI-generated character. Here's a Case Study on it.
India
Social Media
Client brief
The "Make Soan Papdi Great Again" campaign aimed to revive fondness for Soan Papdi, an iconic yet often re-gifted sweet, by humanising it and celebrating its role as a festive staple. The campaign used humor and emotion to rekindle its significance during Diwali, subtly positioning Zepto as a hub for all festive essentials..
Process
This streamlined process for social media campaigns ensures that every initiative is carefully crafted and strategically executed to maximize engagement and impact. By aligning goals with audience insights and fostering creative content development, it effectively enhances both reach and resonance.
Execution
The campaign was conceptualised by Zepto’s in-house team, produced by Third Floor Films, and directed by Jigar Fernandes.
A strategic move was creating a LinkedIn profile for Soan Papdi as "Come Back Officer."
Anticipating LinkedIn’s guidelines might lead to its removal, the brand used the profile’s novelty to drive engagement while it lasted. When the profile was removed, the brand transitioned the persona to Zepto’s official LinkedIn page, maintaining momentum and extending the conversation to maximise impact.
Zepto
campaign
🚨 Breaking News: Zepto's CBO, Soan Papdi's Profile Has Been Taken Down! 🚨
Hey everyone, Soan Papdi here! 📢 I’ve taken over Zepto's LinkedIn to be heard. First off, a big thank you for all the love and respect you’ve shown me these past few days.
Don’t worry about me—I’ve been here before! Rejection is nothing new for me, but if there’s one thing I’m good at, it’s making a comeback. This is just another opportunity to rise again and show the world that nothing can keep me down 💪
Until sweet justice is served, we need to stand united and be the voice of Soan Papdi. Let’s rally and
hashtag
#MakeSoanPapdiGreatAgain! 💜
View POST
Zepto
campaign
Lessons I learnt in 20 years, I’ll teach you in 3 minutes.
Hi, Soan Papdi here. I am back with an important message to share. I don’t know how long I will stay relevant so here are my two cents straight from the heart. Save this post, because it’ll help you on the day you really need it.
1. Privilege - where you start in life affects your future. It’s called the genetic lottery. You could be born a Cashew (Kaju) or a Chickpea (Chana). That's the cards that were dealt to you. The earlier you accept it, the happier you’d be. Never blame your circumstances, you’d end up delaying action and that’s not going to help anyone.
2. Hard work - Be the most hard working person in the room. Every Soan Papdi is... Read More
View POST
Zepto
It's Soan Papdi's world and we are just living in it 💅
#makesoanpapdigreatagain
View POST
Zepto
I love Soan papdi🙂🥺😡😤😭🙏🫡
Get ready to #MakeSoanPapdiGreatAgain! 💪 From 18th to 20th October, order on @zeptonow and grab a free Soan Papdi box. Plus, stand a chance to win gold worth up to ₹5 crores! 🙌
#famousram #zepto #trendingnow #explore #foryou
View POST
Zepto
campaign
Lessons I learnt in 20 years, I’ll teach you in 3 minutes.
Hi, Soan Papdi here. I am back with an important message to share. I don’t know how long I will stay relevant so here are my two cents straight from the heart. Save this post, because it’ll help you on the day you really need it.
1. Privilege - where you start in life affects your future. It’s called the genetic lottery. You could be born a Cashew (Kaju) or a Chickpea (Chana). That's the cards that were dealt to you. The earlier you accept it, the happier you’d be. Never blame your circumstances, you’d end up delaying action and that’s not going to help anyone.
2. Hard work - Be the most hard working person in the room. Every Soan Papdi is... Read More
View POST
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Objective
Creating a unique platform. Bringing physical experiences to digital. Connecting artists and fans.
Creative Idea
We needed to design a unique user experience that was unlike any other platform currently available. We needed to give our users a digital experience of a live concert through whimsical graphics that were fit for any device.
Goal
With this project, we set out to create a one-of-a-kind platform with a contemporary style.
We created designs keeping in mind artists/creators as well as our users. Curating designs that appealed to both different mindsets was an interesting challenge!
Results
“Soan Papdi is more than just a sweet. It’s a symbol of Indian festivities and an enduring part of celebrations,” said Chandan Mendiratta, Chief Brand Officer at Zepto. “This Diwali, we’re thrilled to celebrate its charm with the help of our dedicated sellers and delivery network.”
LinkedIn Engagement
The "Come Back Officer" persona gained traction, with coverage from pages like Humans of Bombay.
Cultural Impact
The campaign turned a cultural joke into a moment of pride and nostalgia
10k
New followers on social media
800
million+ total impressions across platforms
500%
Increase in platform searches vs. the previous week
Top 3
searches on Soan Papdi featured brand mentions, with Zepto as a leading search term
Brand introduction
Founded in 2021, Zepto has become one of India’s fastest-growing consumer brands, delivering over 25,000 products within minutes. With a mission to save users’ time and celebrate cultural moments, Zepto leverages key events like Raksha Bandhan, Ganesh Chaturthi, Navratras and Diwali to strengthen brand recall and position itself as a go-to for festive needs.
Every brand brings a new perspective that adds a vibrant DOT to our evolving mosaic.
Campaign Summary
The "Make Soan Papdi Great Again" campaign aimed to revive fondness for Soan Papdi, an iconic yet often re-gifted sweet, by humanising it and celebrating its role as a festive staple. The campaign used humor and emotion to rekindle its significance during Diwali, subtly positioning Zepto as a hub for all festive essentials..