The PM Playbook
3 min readJan 4, 2024

--

Title: “Santa Valets and Colorful Surprises: Zepto’s Unconventional Festive Ad Campaign”

In the fast-paced world of marketing, where creativity is the currency, Zepto, a trailblazing brand, has set a new benchmark with its innovative festive ad campaign. Going beyond the ordinary, Zepto embraced the holiday spirit by turning its delivery process into a magical experience. In this article, we will delve into the enchanting world of Zepto’s Santa Valet campaign, where festive joy met doorstep deliveries, and packaging became a canvas for children’s creativity.

Zepto’s stroke of brilliance was in transforming their delivery personnel into Santa Claus look-alikes. Dressed in iconic red suits with white beards and jolly smiles, these Santa Valets brought festive cheer directly to customers’ doorsteps. The move not only delighted recipients but also turned the mundane act of receiving a package into a heartwarming experience.

To elevate the festive experience, Zepto didn’t stop at just the attire. Santa Valets went the extra mile by injecting theatrical flair into their deliveries. Imagine a Santa Valet ringing your doorbell, singing a carol, or even performing a small magic trick. These personal touches not only resonated with customers but also created shareable moments, turning the campaign into a viral sensation on social media.

Zepto didn’t reserve the festive magic for the outside alone. The brand took a thoughtful approach to packaging, turning each parcel into a delight for the younger audience. Children, especially, were in for a treat as they received packages adorned with festive illustrations and coloring elements. The packaging became more than just a means to protect the contents; it became an interactive canvas for creativity.

The campaign’s success extended beyond doorstep experiences. Customers, delighted by the Santa Valets and the creative packaging, took to social media to share their joy. The hashtag #ZeptoFestiveMagic trended as users posted videos and pictures of their Santa Valet encounters and the beautifully coloured Zepto packages. The campaign became a source of organic, positive user-generated content, amplifying Zepto’s visibility and brand sentiment.

In the past year, Zepto proudly served an additional 2.1 million customers, marking a substantial increase from 1.88 million to an impressive 4.04 million Monthly transactional users in December ‘23.

The journey to a $1 Billion run-rate in Annualized Sales Value within 1–2 quarters showcases Zepto’s exceptional growth, turning a $0 figure just 29 months ago into a formidable milestone.

Financially, their EBITDA % saw a commendable rise of ~44 percentage points in CY ’23, setting the stage for EBITDA positivity in 2024, making them one of India’s fastest venture-backed consumer internet companies to achieve profitability in just ~36 months.

Their team expanded significantly with 500+ talented individuals joining in 2023, bringing the total to 1,400. Recognizing the crucial role played by their 16,000+ delivery partners, we extend gratitude for their hard work, acknowledging their contribution to Zepto’s success.

Zepto’s festive ad campaign stands as a testament to the power of creativity in marketing. By infusing the holiday spirit into every aspect of the customer experience, from Santa Valets to interactive packaging, Zepto not only captured attention but also forged lasting connections with its audience. In the realm of modern marketing, where authenticity and innovation reign supreme, Zepto’s approach serves as a shining example of how thinking outside the box can turn a simple delivery into a magical moment, leaving a lasting imprint on the hearts of customers.

--

--

The PM Playbook

Open to Freelancing: Graphic design, content writing, Off-page SEO, Product manager, UX/UI designer. Actively looking for product opportunities.