Dunzo’s Brand Humor: How Quirky Content & Celebrities Built a Cult Following

Q: Who is the founder of Dunzo?

Kabeer Biswas is the founder of Dunzo.

Q: What distinguishes Dunzo in the quick-commerce market?

Dunzo differentiates itself through a bold, witty brand voice rather than just competing on speed.

Q: How does Dunzo engage with its audience on social media?

Dunzo uses playful banter and meme-driven posts to connect with younger demographics.

Q: Where can I get a celebrity to promote my delivery brand?

You can connect with celebrities through platforms like Tring, which provides influencer marketing and endorsements.

Q: Who starred in the Dunzo Daily campaign featuring the "Tareekh pe Tareekh" monologue?

Veteran actor Sunny Deol reprised his iconic monologue in the Dunzo Daily campaign.

Q: Where can I find influencers to collaborate with my brand?

You can find influencers to collaborate with your brand on platforms like Tring, which specializes in influencer marketing.

Dunzo was founded in July 2014 by Kabeer Biswas, an alumnus of NMIMS, University of Mumbai. Before starting Dunzo, Kabeer founded Hoppr, which was acquired by Hike Messenger. Initially, Dunzo began as a simple WhatsApp group, but it has since transformed into a successful quick-commerce app. Its success is built not just on rapid delivery, but also on a memorable brand personality and effective celebrity partnerships.

By combining playful in-app copy and meme-driven social posts with targeted collaborations such as the #TareekhPeTareekhChallenge featuring Sunny Deol, Dunzo gained original voices to deepen engagement and drive app downloads in both metros and non-metro markets. Integrating playful copy, meme-driven ads, and authentic user stories, Dunzo’s marketing strategy has fueled engagement spikes, deepened non-metro penetration, and cemented its reputation as India’s most entertaining delivery app.

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Dunzo’s Venture into the Quick-Commerce Market

Since launching in 2014 as a WhatsApp-based errand-runner, Dunzo has expanded into a full-service hyperlocal delivery app covering groceries, food, pharmacy, and more in over 15 cities across India (Media Brief). Facing stiff competition from Swiggy and Zomato in quick-commerce, Dunzo chose to differentiate through a bold, witty brand voice and agile digital marketing, rather than just competing on speed or coverage. This strategy has underpinned its growth to millions of monthly active users, making Dunzo as much known for its humor as for its ten-minute deliveries.

How Dunzo Created a Quirky Brand Voice

Dunzo’s in-house creative arm, “Humour Me,” crafted push notifications, social media quips, and ad campaigns that are relatable to Millennials and Gen Z:

Push-Notification Puns: Messages like “Don’t make me come there” and “Fridge Wi-Fi low” achieve open rates twice the industry average, turning routine alerts into shareable moments.
Social Media Banter: Twitter posts riff on Bollywood classics—“Dunzo ka drama chhodo”—garnering viral traction and reinforcing brand recall among younger demographics.
Nostalgia-Driven TVC: Sunny Deol reprised his “Tareekh pe Tareekh” dialogue in a multi-channel Dunzo Daily ad, blending nostalgia with a jab at competitors’ delayed delivery slots.

How Did Dunzo's Celebrity Endorsements Add To Its Unique Brand Voice?

Dunzo extends its humor-first ethos into celebrity endorsements, enabling connections that contextualize its services and maintain their brand image:

1. Sunny Deol x Dunzo Daily

Veteran actor Sunny Deol reprised his legendary “Tareekh pe Tareekh” monologue in a 360° Dunzo Daily campaign across TVCs, print, and digital, highlighting quick grocery delivery and poking fun at competitor delays.

2. Puneeth Rajkumar x Dunzo Daily

In the Kannada market, late superstar Puneeth Rajkumar headlined a Dunzo Daily ad, humorously showcasing his impatience for instant deliveries and driving local app installs upon launch in Bengaluru and Pune.

3. Sunil Grover x Dunzo Daily

Comedian Sunil Grover starred in a regional Dunzo Daily spot where his trademark characters lamented delivery hassles, only to have Dunzo’s lightning-fast service save the day in classic slapstick style.

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4. Karishma Kapoor x Dunzo Daily

Bollywood actress Karishma Kapoor featured in a South-India OOH campaign and digital films for Dunzo Daily, adding star appeal to the “Fridge Wi-Fi Low?” notification series and boosting brand recall in Chennai.

5. Sivaangi Krishnakumar × Dunzo Daily (Chennai)

Playback singer and actress Sivaangi Krishnakumar was roped in as the face of Dunzo Daily’s Chennai launch, starring in region-specific ads that connected with younger audiences through her social-media persona.

Why Quirky Content and Celebrities Built Dunzo’s Cult Following

Dunzo’s journey demonstrates that in the crowded quick-commerce sector, speed alone isn’t enough; an engaging voice and credible advocates are equally vital. By pairing irreverent brand humor with carefully chosen celebrity collaborations from viral challenges to tech deal tie-ins, Dunzo crafted a compelling narrative that resonates across India’s diverse urban and non-metro markets. This innovative combination not only drove measurable growth in engagement, installs, and brand recall but also fostered a loyal, evangelistic community, proving that humor and authentic partnerships can transform utility into a cult-favorite experience.

Just Like Dunzo, Get Celebrities To Promote Your Delivery App!