Zepto and Shaadi.com’s leaders turn banter into buzz

The internet has been buzzing over a clever new OOH (Out-of-Home) campaign that combines the wit and agility of two major brands, Zepto and Shaadi.com. It all started with Zepto’s recent announcement that it would be offering Manyavar, the popular ethnic wear brand, on its platform. This meant that users could now order their Manyavar outfits and have them delivered in just ten minutes—a remarkable feat. However, this innovation sparked humorous online commentary, with one particular sentiment resonating strongly: “Sherwani toh mil jaayegi, dulha kaun dega?” (You’ll get the sherwani, but who will provide the groom?). Recognizing the virality of this question, Zepto and Shaadi.com jumped on the opportunity to create a campaign that has since taken the internet by storm. 

By Sunday evening, just a day after the conversations began heating up, a billboard bearing the hilarious collaboration was live. On one side, Zepto’s ad posed the question, “Manyavar chahiye?” followed by the confident answer, “Manyavar in 10 minutes,” tying into Zepto’s promise of fast delivery. On the other side, Shaadi.com added to the humor with the cheeky statement, “Var chahiye? Will take more than 10 minutes,” reflecting the nature of its matchmaking services. The witty messaging struck a chord with audiences, blending real-time marketing, humor, and a touch of relatability. 

Chandan Mendiratta, Chief Brand Officer at Zepto, described how the campaign unfolded: “It all started with a late-night call on Saturday when the internet posed the ultimate question in response to our Manyavar collab film: ‘Sherwani toh mil jaayegi, dulha kaun dega?’ By Sunday evening, our billboard was live! At Zepto, we don’t just deliver groceries or sherwanis—we deliver on the conversation too. This campaign is proof that with the right spark and lightning-fast execution, anything is possible; just like our deliveries. The conversation between Anupam and Aadit was a plus.” 

Adhish Zaveri, Vice President of Marketing at Shaadi.com, echoed the sentiment, sharing insights into how the collaboration came about. “Zepto recently announced the launch of Manyavar on Zepto. We observed a lot of social commentary where people were taking a jab at it saying ‘sherwani toh mil jaayegi, dulha kaun dega’. Chandan Mendiratta, Zepto’s Chief Brand Officer and a friend from B-school, reached out on Saturday night suggesting we should do a fun gig riding on the existing discussions around it. By Monday we were live with the billboard. All of this happened at lightning speed, just like Zepto’s delivery :)” 

This campaign has become a masterclass in real-time marketing, proving that with the right timing and creativity, brands can tap into existing conversations to create buzzworthy content. The seamless collaboration between Zepto and Shaadi.com not only captured the public’s attention but also reinforced each brand’s core promise—speedy delivery for Zepto and personalized matchmaking for Shaadi.com. Together, they delivered an unforgettable moment that showcases the power of quick thinking and a sense of humor in today’s fast-paced digital landscape.