Brand Marketing
FMCG firms cut senior roles by 32%; Total headcount shrinks 9.26% in FY25
Qcomm's land grab: Zepto to offer 'land in 10 minutes?'
Zepto and The House of Abhinandan Lodha spark curiosity with a Janmashtami campaign that blurs the line between real estate and quick commerce.
Quick commerce giant Zepto has built its brand on the promise of 10-minute grocery deliveries. Now, in a surprising twist, it seems to be applying the same formula to land plots.
In a festive campaign launched during Jamnashtami, Zepto has partnered with The House of Abhinandan Lodha (HoABL) to promote land investments.
Read More: DPIIT and Zepto sign MoU to support manufacturing startups via Zepto Nova Innovation Challenge
The ad film opens with visuals of sprawling land plots before cutting to a Zepto delivery partner carrying a symbolic representation of them.
The film closes with the tagline: "This Janmashtami, reimagine land investments, with India's largest branded land developer, The House of Abhinandan Lodha and Zepto."
While the campaign has generated buzz, it has also left many wondering about the scope of this partnership.
Is Zepto simply acting as a showcase for HoABL projects on its platforms, or will it venture into an aggregator model similar to 99acres and MagicBricks?
This isn’t Zepto’s first unconventional tie-up. In February, the startup partnered with Czech carmaker Škoda India to facilitate test drives for its compact SUV, Kylaq.
That collaboration went viral after many consumers mistakenly assumed Zepto was delivering cars in 10 minutes - prompting co-founder Aadit Palicha to issue a clarification.
SPOTLIGHT
For Puneet Chandok, leadership is as much about the inner journey as it is about external results.
Read More“Two hours of rain can paralyse Delhi”: CJI Gavai flags urban infrastructure crisis
While the NHAI cited disruption caused by monsoon rains to ongoing service road construction, the bench highlighted that poor infrastructure cannot be overlooked.