Campaigns
Zepto and Hira perfumes partner for OOH giveaway
The creative uses a sophisticated split design to advertise the offer
Zepto, the quick-commerce platform, successfully utilized Out-of-Home (OOH) media to launch a high-impact, limited-time giveaway in partnership with Hira Perfumes (Meolaa). The campaign cleverly tied the brands’ names and core value propositions to a unique incentive: the chance to win a real diamond (Hira means diamond in Hindi) when purchasing Hira Perfumes on the Zepto app.
The creative, executed on large, prominent overhead hoardings, uses a sophisticated split design to advertise the offer, ensuring maximum legibility for high-traffic commuters. The messaging is dual-focused and culturally resonant:
The left side, with a purple background, promotes the product’s availability and Zepto’s speed: “Lakhon mein ek bano” (Become one in a million) and “get Hira perfumes in 10 mins.”
The right side, with a blue background, highlights the high-value giveaway: “Lakhon mein ek pao” (Get one in a million) and “get a chance to win a diamond on Zepto.”
This OOH execution brilliantly combines the core attributes of both brands: Zepto’s speed and convenience with Hira Perfumes’ perceived luxury and distinctiveness. The visual of a large, sparkling diamond accompanies the text, powerfully reinforcing the prize and the Hira brand name.
The OOH placement, as noted by Zepto’s Chief Brand Officer, Chandan Mendiratta, was designed to drive spontaneous, app-based purchases by combining the thrill of instant gratification (10-minute delivery) with the excitement of a luxury giveaway. This strategy positions Zepto as a discovery platform for unique products and high-stakes incentives, perfectly executed on large-format media for unmissable impact.
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