The situation in the control room is tense as the fighter jet approaches mach 4 – four times the speed of sound. While the pilot pushes the throttle further, there are tense prayers. Imagine if, in this charged situation, your co-pilot asks you to speed up and move to the fifth gear. Yeah, sometimes, fastest is just not fast enough.
Zepto announced its collaboration with cricketer Jasprit Bumrah as the face of the brand with a quirky campaign with the above storyline and the line: ‘Groceries delivered at Bumrah speed’. Bumrah plays the co-pilot for whom ‘fast is not fast enough’. Enter Zepto.
Conceptualised by L&K Saatchi & Saatchi, the campaign epitomises the essence of speed, much like Bumrah’s yorkers. The cricketer will be seen in a series of three films.
https://www.youtube.com/watch?v=OWxbi8m3B58
A second film features Bumrah at a venue where a drummer dazzles the audience with an extremely fast set. The drummer is stunned when Bumrah asks him to play a little faster.
Bumrah said, “Zepto shares my passion for precision in every delivery, just as I strive for accuracy on the cricket field. It’s an ideal synergy, and I’m genuinely excited to be a part of this journey”.
Viral Jhaveri, Chief Growth Officer, Zepto, said, “Our partnership with Jasprit underscores our commitment to pushing boundaries, achieving perfection, and delivering with speed, consistency and precision, much like Bumrah on the cricket field.”
“Zepto and Bumrah is a marriage made in marketing heaven. On the face of it, having India’s fastest bowler endorse a quick commerce brand seems obvious. So, it was important the campaign used him in a way that was less than obvious. This film and the two to follow deliver on that, using Bumrah in a fresh, surprising, uniquely Zepto way,” said Kartik Smetacek, Joint National Creative Director, L&K Saatchi & Saatchi.
Credits
Agency: L&K Saatchi & Saatchi
CEO: Paritosh Srivastava
Jt.NCD: Kartik Smetacek
Chief Strategy Officer: Snehasis Bose
Executive Vice President: Debarjyo Nandi
Creative Team: Trishay Kotwal, Reet Sawhney, Divakar Shetty, Sandeep Salunkhe, Mehernaz
Patel and Kulsimran Bedi
Account Management: Noorbanu Qureshi, Vimesh Salian, Disha Bhanushali
National Films Head – Jignesh (Jiggy) Maru
Executive Producer (Agency): Rahebar Sonawalla
Production House: Third floor Films
Director: Jeremy John
Executive Producer: Jigar Fernandes
Producer: Ankul Singh
Music Director: Arjuna Harjai
Cinematographer: Tushar Kanti Ray
Feedback: [email protected]
