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

The PM Playbook
3 min readJan 4, 2024

In the vibrant world of marketing, where creativity reigns supreme, Zepto, a trailblazing brand, has set a new benchmark with its innovative festive ad campaign. This year, Zepto embraced the holiday spirit in a way that transformed the ordinary into the extraordinary, turning their delivery process into a magical experience.

Bringing Santa to Your Doorstep

Zepto’s stroke of brilliance lay 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. This whimsical twist not only delighted recipients but also turned the mundane act of receiving a package into a heartwarming experience.

Theatrical Deliveries

But Zepto didn’t stop at just the attire. The Santa Valets went the extra mile by adding a theatrical flair to their deliveries. Imagine a Santa ringing your doorbell, singing a carol, or even performing a small magic trick. These personal touches resonated with customers, creating shareable moments that quickly turned the campaign into a viral sensation on social media.

Interactive Packaging

The festive magic didn’t end with the delivery. Zepto took a thoughtful approach to packaging, turning each parcel into a delight for the younger audience. Children were thrilled to receive 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.

Social Media Buzz

The campaign’s success extended far beyond doorstep experiences. Delighted customers took to social media to share their joy, using the hashtag #ZeptoFestiveMagic. Videos and pictures of Santa Valet encounters and beautifully colored Zepto packages flooded platforms, generating a wave of organic, positive user-generated content that amplified Zepto’s visibility and brand sentiment.

Remarkable Growth

Zepto’s festive campaign wasn’t just about spreading joy; it also marked significant milestones for the company. In the past year, Zepto proudly served an additional 2.1 million customers, increasing from 1.88 million to an impressive 4.04 million monthly transactional users by December ’23. This impressive growth trajectory is a testament to Zepto’s innovative strategies and customer-centric approach.

Financial Triumphs and Team Expansion

Financially, Zepto has seen a significant rise in their EBITDA percentage by approximately 44 percentage points in CY ’23. They aim for EBITDA positivity in 2024, positioning Zepto as one of India’s fastest venture-backed consumer internet companies to achieve profitability within around 36 months. The team also expanded significantly, with 500+ talented individuals joining in 2023, bringing the total to 1,400. Zepto also extended gratitude to their 16,000+ delivery partners, acknowledging their crucial role in the company’s success.

A Shining Example of Creative Marketing

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.

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The PM Playbook

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