From Rejected to Celebrated: Inside Zepto’s Viral Diwali Campaign

The once-beloved Soan Papdi has now gained a reputation for being the "hot potato" of Diwali, passed from one household to another without being consumed. Despite its long-standing presence in Indian dessert culture, it has become a meme-worthy symbol of unwanted gifts, unlike more popular sweets like Kaju Katli and Rasgulla, which are eagerly devoured. Soan Papdi has even earned the title of the "recyclable sweet," constantly exchanged rather than enjoyed.

This festive season, however, Zepto, the quick commerce platform, set out to change Soan Papdi's fate with its "Make Soan Papdi Great Again" campaign. The campaign featured a 60-second commercial that added a human element to the humble sweet, transforming it into a character reflecting on its tarnished reputation. The ad showcased Soan Papdi listening to memes and feeling disheartened by its fall from grace, though it reminded viewers of its respectable beginnings as a cherished part of India's dessert traditions.

To further amplify the campaign, Zepto offered free boxes of Soan Papdi with eligible purchases from select sellers between October 18 and 20, 2024. This move underscored the dessert's deep cultural significance and helped position Zepto as a brand that aims to own Diwali. The campaign struck a chord with both young and old. For the younger generation, it introduced them to Soan Papdi's legacy, while for the older generation, it rekindled nostalgic fondness for the sweet.

In today’s fast-paced digital landscape, brands are constantly trying to create impactful campaigns that balance the fleeting nature of virality with long-term brand loyalty. Zepto's campaign, though not driven by the goal of going viral, achieved just that through its strong creative execution. By associating Soan Papdi with Diwali, the campaign aimed to make the sweet synonymous with the festive season, positioning Zepto as the go-to platform for purchases.

By linking the product with its brand, Zepto is making a strategic push to become the preferred choice for consumers during festivals. While sweets are central to the festive season, the campaign also highlights Zepto’s wide product range, driving overall brand preference.

In terms of media strategy, the campaign leaned heavily on digital platforms such as Meta, YouTube, and LinkedIn. The latter, in particular, saw an unexpected twist when users created a profile for Soan Papdi, dubbing it the CBO (Come Back Officer), which quickly went viral. With LinkedIn's extensive reach, fueled by employees with large networks, the campaign organically spread far and wide, reaching an impressive audience.

Within just 24 hours, Soan Papdi's LinkedIn profile amassed 1,000 followers. Although the profile was eventually taken down, the success allowed the conversation to continue on Zepto’s official LinkedIn page. Additionally, Zepto partnered with Humans of Bombay, a storytelling platform known for personal narratives, where Soan Papdi "shared" its journey from a once-beloved sweet to a meme sensation. Through this collaboration, Zepto effectively engaged its audience with a blend of humor and nostalgia, creating a memorable and impactful Diwali campaign.

Wish to read about more such interesting campaigns, follow Tiger Advertising, a 360 degree Advertising agency in Gujarat.

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