Zepto celebrates Ratnagiri Alphonso with hyperlocal OOH

Zepto has rolled out a hyperlocal OOH campaign celebrating the iconic Ratnagiri Alphonso mango, bringing regional flavour and cultural familiarity onto one of Maharashtra’s busiest travel routes.

Installed along the Mumbai-Pune Highway, the billboard features a relaxed Alphonso mango wearing sunglasses and a crown, paired with the Marathi line: “Aapla hapus sarvancha bapus” loosely translating to “Our Alphonso is the king of them all.”

The campaign has been executed in collaboration with Ratna Bhumi Mangoes and promotes carbide-free Alphonso mangoes sourced directly from farms in Ratnagiri.

Rather than taking a generic product-led route, the creative leans heavily into Maharashtrian identity and local language humour. By using the word “Hapus” — the colloquial Marathi term for Alphonso mangoes — the campaign instantly creates cultural familiarity with audiences travelling across the highway corridor