Zepto's Secret - How Fast Delivery Became a Viral Sensation

Zepto, the brand known for its 10-minute deliveries, is also a master at viral marketing. From student life reels to meme-worthy billboards, this page explores how Zepto uses influencers, celebrities, pop culture, and real-time trends to stay relevant, funny, and unforgettable.

Zepto has become a household name in India by turning its 10-minute delivery promise into a viral marketing machine. The brand uses real-life humour, pop culture, and a dash of surprise to grab attention. It teams up with influencers, pops up during big events, and even pokes fun at itself to make consumers smile. Below we break down Zepto’s major tactics, with examples of the influencers and stars involved.

Videos on 10-Minute Delivery Promises

Zepto’s marketing plays on quick fixes. On social media, you’ll find creative videos and memes showing problems solved by a Zepto delivery in 10 minutes. These videos mix everyday situations (an emergency trimmer, a dead remote battery, midnight hunger, and more) with the absurd speed of Zepto.

For example, FoxAdvert notes Zepto’s ads often “showcase real-life scenarios where 10-minute delivery is a lifesaver”, making them perfect for Zepto’s target audience. The brand also intentionally works with online creators to spread these stories to young people.

• Meme Pages and Viral Skits

A great example is the Instagram meme account Emo Bois of India (430K+ followers). They ran “The Adventures of Pookie Baba”, animated shorts where a satirical guru (Pookie Baba) humorously endorses Zepto as the answer to a devotee’s problem. These posts went viral (hundreds of thousands of views) and felt like influencer endorsements even without an official tag. They show how Zepto’s brand can slip into funny meme trends.

• Micro-Influencer Endorsements

Zepto tends to use many nano and micro-influencers (often with 1K–10K followers) who create short reels or memes about “#ZeptoIn10”. While big celebs aren’t always front-and-centre in such content, local food bloggers or student creators might film themselves ordering snacks or essentials at 2 AM and joke, “Wait for it… #ZeptoDelivers” as a way of highlighting the speed. One of Zepto’s “secret weapons” is these small creators with high engagement.

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Instagram Reels and Social Content

On Instagram and Facebook, Zepto stays active with fun reels and videos. It posts its own short skits (e.g., a mixer breaking live stream and a new one arriving instantly from Zepto) and engages with trending audio to stay relevant.

Although specific influencer names on Reels are hard to pin down, industry data confirms Zepto’s strength here; short-form videos generate their highest engagement (5.53%). In practice, this might mean collaborating with food bloggers to make an “Instagram-worthy” midnight snack unboxing or with college lifestyle influencers to show how Zepto helped during exam week. These Reels campaigns are like digital word-of-mouth, flooding feeds with purple-logo content.

Student Life and Late-Night Cravings Content

Understanding their core users (young adults, students, night owls) is another pillar of Zepto’s marketing. They portray college life and late-night hunger in a fun, relatable way. The message: when you’re up studying or partying at 2 AM, Zepto has got your back.

• Midnight Munchies Data

Zepto itself highlights how much students love using the service late at night. A company statement revealed that in 2024 Zepto delivered over 2 crore snack packets between midnight and 4 AM across India (In Mumbai alone that was 31.5 lakh orders.)

They even shared quirky stats: for example, Delhi students ordered over 12 lakh packets of Lay’s chips in those late-night hours. By publicising these facts, Zepto sends the message that it’s practically a student’s lifeline after dark. It’s a clever way of saying, “Look, your peers rely on us for those late study sessions or rave-afterparties.”

• Influencers in Campus Settings

Zepto even sponsors events on campuses. For instance, it was listed as a sponsor for college festivals (like a Bengal medical college’s SURGE fest in 2023) and likely hands out freebies at student gatherings. While details are scarce, employees themselves hype a “Zepto Cafe” vibe for those late-night campus moments. On LinkedIn, a Zepto team member wrote: “When late-night cravings kick in, Zepto Cafe becomes your saviour. Do give it a try!” This casual tone shows how Zepto markets itself as a friend to students.

• Relatable Social Posts

On Instagram, Zepto’s own account often posts memes and sketches around student themes; exam survival kits (coffee sachets, pens, snacks) labelled as a “Zepto TLC Box” or a checklist graphic of “essentials delivered by Zepto between 11 PM and 3 AM”. These posts tag college life hashtags and invite shares. It’s a soft form of influencer marketing: Zepto’s team creates “content from students, for students”, reflecting real late-night struggles.

By leaning into the student/stay-up-late culture, Zepto has carved out a niche. The brand acknowledges that young people live fast and sometimes forget to eat. Whether through data-driven press releases or humorous posts, it constantly reminds students that ordering a snack, drink, or even a personal care item is just 10 minutes away – even at 3 AM.

How Zepto Uses Big Events, Celebrities, and Social Media to Stay Top-of-Mind

Zepto’s ads during big events and on social platforms keep the brand top-of-mind. Two standout efforts were its IPL campaign and its Instagram Reel blitzes.

• IPL 2024 Ad Campaign

During the Indian Premier League cricket season, Zepto released 3 ads featuring legendary Indian singers. The ad cast Kailash Kher, Shankar Mahadevan, and Usha Uthup in humorous roles where each “stretches time” with their iconic singing styles. Their point? Zepto doesn’t need to stretch time; it just delivers on the dot in 10 minutes.

Zepto’s Chief Marketing Officer Amritansu Nanda explained that using “pop-culture voices of the country” helped “bring alive [the] concept of quick delivery” for busy people. This IPL campaign showed Zepto investing in celebrity collaborations and running ads during a major event. It made sports fans pay attention by linking quick commerce to the country’s love of cricket and music.

• “SuperSaver” Campaign with Indian Movie Stars

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Beyond cricket, Zepto launched a high-profile ad series to promote its “SuperSaver” deals. They roped in Bollywood action hero Akshay Kumar as the face of the Hindi campaign and Telugu superstar Jr NTR for the South Indian version. Both actors appear in 30-second commercials joking about insanely low prices (“Prices itne low, ek baar dekh toh lo”) while highlighting Zepto’s quick shopping magic. These ads ran on TV and YouTube, making Akshay and NTR household names associated with Zepto. By tapping top film stars for nationwide reach, Zepto pulled in millions who might not follow Instagram Reels but watch TV or YouTube ads.

• "Bumrah-Speed Delivery" Campaign

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The partnership between Zepto and Indian bowler Jasprit Bumrah gave their marketing a new angle. Bumrah appears in high-speed situations in the "Groceries Delivered at Bumrah Speed" campaign, such as piloting a fighter jet, performing at a fast-paced music concert, and more. Zepto's dedication to prompt and dependable service is emphasized in these advertisements, which compare Zepto's speedy deliveries to Bumrah's quick bowling.

Zepto x CRED - A Cashback Campaign That Got People Talking

Zepto and CRED partnered to provide customers up to ₹300 in return on Zepto orders purchased with CRED at the beginning of 2024.  The offer was attention-grabbing and eye-catching. But many users discovered that the maximum amount advertised was much more than the real cashback they received. On social media, this difference sparked conversations and jokes, with some individuals humorously expressing their dissatisfaction. Despite the mixed reactions, the campaign succeeded in generating buzz and keeping both Zepto and CRED in the public conversation.

This collaboration highlighted how Zepto isn't afraid to experiment with bold marketing strategies, even if they stir up some controversy. By partnering with a well-known brand like CRED, Zepto managed to stay in the spotlight and engage with a broader audience.

Built Virality Through Shock Value

Zepto isn’t shy about blowing up the 10-minute claim to absurd levels. Their shock-value stunts make people do a double-take and share widely. The idea is always: “Did you hear what Zepto is promising now?” These over-the-top promises create buzz, even if they’re just for laughs.

• Crazy Delivery Claims

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In one campaign, Zepto teased that it could deliver a car in 10 minutes. A news report describes how social media lit up over posts claiming Zepto would drop off a Skoda Kylaq at your door in 10 minutes. (Of course, it turned out to be a promotional stunt with no real car-delivery service behind it.)

But that didn’t stop people from reacting: “10 minutes? No way!” and sharing the meme. Even NDTV ran a fact-check on it, which only amplified attention. By dumbing up something insane like car deliveries, Zepto got everyone talking.

• Techie Thrills

Zepto also joins tech mania for the latest gadgets. When the new iPhone 16 launched, India Today reported that Blinkit, BigBasket and Zepto all teased 10-minute iPhone 16 deliveries (by partnering with authorised resellers). Instantly, Twitter and Instagram filled with jokes: “Zepto just delivered my iPhone… where’s my pizza?” or GIFs of people rushing to buy a phone that arrives as fast as a snack. Riding these tech-wave moments makes Zepto seem cutting-edge (or at least good at memes) by association.

How Zepto Turns Memes and Trends into Marketing Gold

Finally, Zepto rides the internet wave by jumping on memes and cultural moments. Their marketing isn’t just planned months ahead; they’re agile, responding to what’s trending now.

• Meme Collaboration - “Sherwani and the Groom”

A prime example is the Manyavar/Shaadi.com billboard stunt. When social media mocked Zepto’s Manyavar tie-up with “sherwani toh mil jaayegi, dulha kaun dega?”, Zepto didn’t get defensive; it leaned in. Within days, a billboard read, “Manyavar in 10 minutes,” cheekily answered by Shaadi.com’s “Var (groom) will take more.”

Zepto’s Chief Brand Officer even says it happened over a “late-night call” once the meme blew up. This quick on-the-ground response to a meme (in real life, an out-of-home ad) shows Zepto’s real-time marketing savvy. They turned an online joke into a joint campaign, grabbing headlines and social media chatter.

• Pop-Culture References

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Zepto’s ads often lean on popular characters and shows that resonate with the youth. In a 2024 holiday ad (in collaboration with audio brand boAt), they cast Raghu Ram (former MTV Roadies host known for his tough persona) and Kokila Ben (famous character from the Star Plus Soap Opera, Saath Nibhaana Saathiya) and Perpendicular (popular character from the Bollywood movie Gangs of Wasseypur) as part of a chaotic party scene.

The video shows Raghu Ram’s character losing his temper at a party until a boAt speaker arrives via Zepto in 10 minutes, saving the day. This campaign blends celebrity endorsement and humour: fans recognise Raghu Ram, Kokila Ben, and Perpendicular, laugh at the situation, and share the clip widely.

Zepto’s Push Notifications: Bold, Funny, and Sometimes Risky

Zepto doesn’t just rely on ads or social media to stay in your head, it also uses push notifications that pop up right on your phone. These messages are often cheeky, playful, and designed to make you smile or laugh. But sometimes, they’ve pushed things a bit too far.

• What Works: Humor That Sticks

Zepto’s notifications are crafted to grab your attention. They might say things like “Feeling snacky?” or “Your midnight munchies are just 10 minutes away.” These messages are short, witty, and often timed perfectly; like during late-night hours when cravings hit hardest. This kind of humor helps Zepto stand out. It makes the brand feel more like a friend than a company, especially to younger users who appreciate casual, funny content. It’s part of how Zepto keeps its promise of fast delivery top-of-mind.

• When It Backfires: The i-Pill Incident

But not every joke lands well. In one case, Zepto sent a notification that read, “I miss you, Pallavi. Says i-Pill emergency contraceptive pill,” complete with crying emojis. The recipient, who hadn’t ordered that product, found it invasive and inappropriate. She shared her discomfort on LinkedIn, and the post quickly gained attention. Zepto apologised, admitting they “messed up” and promising to fix the issue. But the incident sparked a larger conversation about how personal is too personal when it comes to marketing .

• Lessons Learned

This situation shows that while being funny and bold can make a brand memorable, there’s a fine line between clever and creepy. Zepto’s push notifications are a big part of its marketing, helping it connect with users in real-time. But as the i-Pill message showed, it’s important to balance humour with sensitivity, especially when dealing with personal topics.

In the end, Zepto’s approach to push notifications reflects its overall marketing style: fast, fun, and a little daring. When done right, these messages make users feel seen and entertained. But they also serve as a reminder that even the most creative strategies need thoughtful boundaries.

Conclusion

Zepto’s success comes down to one big idea: be fast and be funny. It backs its 10-minute promise with relatable content, big-name campaigns, and clever stunts. Celebrity endorsements (like with Akshay Kumar or famous singers) lend credibility; influencer marketing (through meme pages and creators) spreads the word; and real-time stunts (from tie-up billboards to outrageous test-drive offers) make people talk. All the while, Zepto keeps the tone casual and humorous, avoiding stiff corporate speak.

By mixing local pop culture, campus life, and social media savvy, Zepto has made “10-minute delivery” not just a service feature but an internet sensation. Their riders in purple may be the face of the brand, but the marketing team behind Zepto acts like a savvy pop-culture agency, turning even a grocery run into something shareable and memorable.

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