Zepto Unveils Pun-Filled Billboard Campaign Across Uttar Pradesh Cities

Quick commerce brand Zepto has rolled out a creative out-of-home (OOH) campaign in Uttar Pradesh (U.P.), targeting key cities like Bareilly, Gorakhpur, Ghaziabad, and Saharanpur. The campaign uses pun-filled slogans and wordplay inspired by popular Bollywood songs, aiming to grab attention and engage commuters on the busy streets.

Campaign Highlights

• The billboards feature catchy slogans written in English script, catering to U.P.’s predominantly Hindi-speaking audience.
• Famous song lyrics are integrated into the messaging, such as:
  • “Jhumka Gira Re Bareli Ke Bazaar Mein” from the 1966 Bollywood film Mera Saaya.
  • Jagjit Singh’s timeless ghazal “Tumko Dekha Toh Yeh Khayal Aaya”.
• The clever use of wordplay follows a trend popularized by brands like Zomato, which have set a precedent for playful and engaging OOH campaigns.

Zepto’s OOH Legacy

This campaign builds on Zepto’s history of impactful outdoor marketing. Last year, the brand’s witty banter with Shaadi.com became a viral sensation, generating significant engagement. The creative agency Posterscope, which helmed that campaign, has also spearheaded this initiative.

The Growth of Quick Commerce

According to a Bernstein Research report, India's quick commerce sector—dominated by players like Zepto, Blinkit, Swiggy Instamart, and Flipkart Minutes—is expected to grow at over 75% YoY, surpassing traditional retail. The sector is rapidly expanding into smaller cities as these regions embrace the convenience of quick delivery models.

Why U.P. Matters

Zepto’s expansion into U.P. aligns with the state’s growing urbanization and increasing appetite for on-demand services. The campaign underscores the brand's intent to establish a strong foothold in tier-2 and tier-3 cities, where the quick commerce model is gaining traction.