Zepto, a grocery delivery company, has launched a new brand campaign ‘Nahi Milega’ highlighting its promise to provide unlimited free deliveries on orders above INR 199.
The company roped in Sharma Ji from Delhi to build the character of Uncle Ji weeks before launching its brand campaign.
Conceptualised by Youngun and Zepto Brand Team, the first brand film in the series is set in a quintessential bus commute scenario, where the visuals show a crammed bus with people latched on to handles in lethargy, standing uncomfortably close and resting their heads over sweaty patches. As two friends are seen discussing their hopes of finding a seat today on account of leaving early from work, Uncle Ji pops out from between them to crash those very hopes with “Nahi Milega”.
Watch the film here:
Saksham Jadon and Parul Agarwal from Youngun, said, “Since life isn’t perfect, we are all well versed with the emotion of ‘Nahi Milega’ and the crushing feeling it leaves behind, whether we are 5 or 50 years old. In this campaign we decided to convert this hard-hitting feeling into a brand theme “___ mile na mile, Zepto pe free delivery pakka milega”. To establish it, we needed someone who has experienced all ups and downs of life (i.e an old Uncle Ji) and position him as an internet guru dropping truth bombs about life with a ‘Nahi Milega’ twist as a build up to the brand films”.
Anant Rastogi, Associate Director – Brand Marketing at Zepto, said, “Creating this campaign has been an exciting experience for all of us at Zepto. We wanted to bring to life our ethos of making things possible – like unlimited free deliveries – for all our customers. With Uncle Ji’s internet-first personality, we were able to strike a chord with our young audience and drive home the brand message. We are certain Uncle Ji will win hearts, and mostly break some, too.”
Sapna Singh, Director, EarlyMan Film, added, “It was as unexpected as it was interesting to integrate a regular seeming Uncle Ji into the films as a strong recurrent character in various whacky forms. Going further with his appearance and demeanour while keeping his trademark simplicity helped add the quirk these films needed conceptually.”
Credits:
Conceptualization – Youngun & Zepto Brand Team
Creative – Saksham Jadon
Production House – EarlyMan Film Pvt Ltd
Director – Sapna Singh
Executive Producer – Anand Menon
Producer – Milin Shah
DOP – Pratik Shah
Production Designer – Ruchi Pujara
1st AD – Manish Shahi
Director’s Assistant – Rhea Mathews
Line Production – Thomas Chenatra
Costumes Stylist – Nurain Gabrani
Hair & Makeup – Payal Balse
Editor – Navneet Pant
Colourist- Avinash Shukla
Online/VFX – Ajay Gupta
Music – Karan Malhotra
Sound Engineer – Ravi Khatri
Post Supervisor – Vikram Solanki
Post Supervisor Assistant – Jobin Thomas
