Zepto Appoints Soan Papdi as the Comeback Officer in Diwali Campaign

In a playful twist, Zepto has named Soan Papdi as its official Comeback Officer (CBO) for this year’s Diwali campaign. Long regarded as a festive staple—and often the subject of regifting jokes—Zepto’s mission is to “Make Soan Papdi Great Again” by reviving its legacy and encouraging people to rethink passing it along.

“Soan Papdi is more than just a dessert. It represents the spirit of Indian festivals and has become an iconic part of Diwali celebrations,” said Chandan Mendiratta, Chief Brand Officer at Zepto. “This year, with the help of our delivery partners, we want to give it the love it deserves and a chance to shine.”

The campaign pays homage to the unique journey of Soan Papdi, which began in the bustling sweet shops of India as a simple blend of gram flour, sugar, and ghee. Over time, the sweet became a fixture at family gatherings, always present but rarely appreciated. Known for being shared and passed along, it has become a symbol of regifting culture, even finding its way into memes and jokes.

As Diwali became synonymous with gifting, Soan Papdi’s role shifted into a curious position—cherished by some but constantly exchanged by others. Despite the jokes, the sweet persevered, spreading joy from one household to another, even when it was uninvited.

Now, with Zepto’s support, Soan Papdi is stepping into its new role as the Comeback Officer, determined to reclaim its rightful place as a cherished festive treat. Through the “Make Soan Papdi Great Again” campaign, Zepto aims to transform this misunderstood delicacy into a celebrated symbol of Diwali joy, proving that some classics never truly fade—they just need a little help finding their way back into people’s hearts.