‘OOH delivers immediacy & local presence like nothing else’

Few brands have embraced the real-world storytelling power of Out-of-Home the way Zepto has. From turning everyday needs into clever narratives to creating striking installations that spark delight, Zepto’s OOH playbook is built on immediacy, contextuality and cultural resonance all at a scale only quick commerce can demand. 

For Chandan Mendiratta, Chief Brand Officer, Zepto, the process always begins with human insight. “Our campaign thinking always starts with consumer insights, identifying real, everyday needs or moments that make Zepto relevant in people’s lives.” Whether it’s a last-minute makeup emergency or running out of batteries mid-game, Zepto maps these situations as category entry points, the foundation of its creative direction. 

Demographic mapping further sharpens this approach. “The majority of our audience falls between 25–45 years across Tier 1 and Tier 2 cities, so our OOH has to resonate across this mix,” says Chandan. Cross-brand collaborations also strengthen this effort. “Partnering with brands like boAt or Lakmé adds a halo effect… their awareness complements Zepto’s mass recall while our hyperlocal distribution brings immediacy.” 

Driving local relevance & large-scale recall 

OOH sits at the centre of Zepto’s brand visibility strategy. “OOH plays a big role in driving mass awareness and hyperlocal relevance,” Chandan says. The brand’s SuperSaver campaign, for instance, was mapped to high-density delivery hubs and residential clusters, ensuring visibility aligned with real purchase behaviour. 

But Zepto measures impact beyond impressions. “We measure success not just by reach, but by earned media, when people talk about the campaign, share it organically, or recreate it online.” 

For a digital-first brand, this real-world virality is invaluable. 

What sets OOH apart, Chandan believes, is its immediacy. “OOH delivers immediacy and local presence like nothing else. It reaches people where they live, move, and make purchase decisions, especially those less reachable via digital or TV.” 

OOH also helps create cultural moments, something Zepto has mastered. “The ‘One Name, Two Meanings’ campaign inspired organic recreations and user-generated content. That cultural ripple effect is something digital alone often can’t replicate.” 

A strategic rise in investments 

Given its strong performance, OOH’s share in the brand’s mix is expanding. “While I can’t disclose exact figures, we are definitely seeing a strategic increase in OOH spending,” Chandan shares. As Zepto expands to 60+ cities, visibility in high-footfall pockets and newly launched markets becomes non-negotiable. 

Budget decisions, he says, are driven by factors beyond media cost. “Engagement quality, festival calendars, competitive intensity, and earned media potential all influence how deeply we invest.” 

AI is the next frontier 

Zepto is already using AI for digital targeting, but the brand sees its next leap in OOH optimisation. 

“AI can help us predict engagement hotspots, optimize placements, and even personalise messaging based on local triggers,” Chandan notes. With richer datasets entering the OOH ecosystem, AI-led planning will play a crucial role in shaping future campaigns. 

Overcoming systemic challenges 

For all its impact, OOH still comes with constraints. 

“The biggest challenge is hyperlocal placement, ensuring our creatives appear exactly where they influence behaviour,” says Chandan. Predictability is another limitation. “You never really know which campaign will go viral. So instead of betting on big moments, we maintain a steady stream of activations across festivals and micro-occasions.” 

A wish-list for the ecosystem 

Chandan’s appeal to the industry is clear: enable more creative flexibility. 

“We would love to see more collaboration, especially for culturally participatory or on-ground activations,” he says. Ideas often require coordination among agencies, media owners, and authorities. 

His closing message: 

“Make it easier to create authentic, community-driven experiences. When audiences organically engage with campaigns, that authenticity is worth protecting.”