 Hi everyone my name is Tanzeela Sheikh today we are with Amrit Khan Shulanda the CMO at Zepto who is going to talk to us about these campaigns that we have been seeing a lot on every social media platform and every name page and the famous ambassador right now of Zepto uncle Shulanda Khan Shulanda why don't you start with how did you come up with a concept and all? We left early today I don't know when we will get the order to sit on the seat No we won't We just got the seat or we won't get unlimited free delivery on Zepto So like any brand campaign started off with a business objective where we wanted to position our key differentiation firmly in the consumer's mind which is the fact that we provide unlimited free delivery that is not bound by any loyalty program or there are no ifs and buts and that's a phenomenal consistency that we can provide on an ongoing basis to consumers and delivery fees through our research and insights has come up as a major friction point for consumers we wanted to address that we wanted to tell people that this is something that we will solve then that translated to a campaign brief and through that campaign brief the in-house team put in a lot of thought a lot of deliberation we had a lot of thought partners also in exchanging ideas and eventually we realized that you know nahi melega is a concept right is what you are going to double down on and why that works is because the disappointment of hearing that you know nahi melega or depending on the language right so maybe illa in Kannada or obena in Bengali right so all of these are you know deep cultural truths that consumers live and breathe on a daily basis and acknowledging it you know bringing that to the surface you know from the subconscious to the conscious and then you know stemming the differentiation of the brand that okay you know some things you might get might not get but will always get a free delivery on zip to an unlimited it's not bound by anything right it's not bound by okay first delivery first five delivery so the unlimited free delivery come in so that consistency that reliability emanating from a deep line consumer truth worked phenomenally for us as a campaign approach and of course the in-house team in association with the production house said you know really brought life into this concept through three very very quirky and enjoyable ad films very memorable and you know the campaigns all life hoping for the best okay so what I enjoyed really is uncle G he is he has pulled off really great you know in three of the films and different cohorts also like he's he's relating to every cohort like we all have that one uncle's uses so you know while every brand or every start up you know has this inspiration of you know attaching themselves to a celebrity or a very good thing why did Zepto chose to you know have uncle G have their you know ambassador or an endorser and you know thank God to it that's that's a great question and I think a celebrity you know endorsements are a tried and tested formula and not for you know any misconception it actually works but the brand marketing is nothing if not experimentation right and the team itself was keen on you know questioning the fundamental that what is it that a celebrity is providing a celebrity is providing you know the familiarity you know the same acts as a key you know point in an action that remains memorable a lot of people know brands as the celebrity celebrity gold ring or that celebrity right so it definitely works but we realize that can we generate that same familiarity so well not to mean lesser known through an unknown you know figure right and it had to be predominantly internet because that's where things go viral and that was how the concept of uncle G came to life and we thought a lot about it that okay in Nehime Lega was the campaign and uncle G you know as a character makes complete sense you know because that's like you mentioned that's typically where Nehime Lega comes from and building on top of it creating a thorough plan in terms of how do the social media handle go live what kind of content do we put out there what kind of you know support in terms of creators should be put out there on the internet so that the memes go viral the what such stickers go viral the chips go viral and all that you know it seems as if it just happened you know we currently if got lucky here and there is what the perception might be but it's eventually down to the team putting in a lot of effort and going into exclude putting detail on every tiny aspect of the campaign what time will the profile go live what time will the post be posted you know how do we ensure that the virality is the maximum all of those signs that the team has put together and a lot of learnings also hence because we had very strong expectations on what should happen what shouldn't happen so at the end of the day it's a phenomenal you know final character that we've been able to create but there's been a lot of effort and science that's gone behind it. I wanted to ask one more question you know how did you go through the process of you know finding that that one character you know I don't know how many auditions you must have taken so you know finally get that kind of person who clicks on to the what kind of concept that you were writing so talk to us about the struggle of finding uncle ji. So actually through our through the through our partners who work with us in our social media strategy they were convinced that uncle ji the the person who we eventually ended up convinced that this is the person and we took our time and buying into it but eventually as things stand the conviction paid off and they were able to pull it off they said that if he's uncle ji then we'll be able to get the maximum virality and we could see why they're seeing that and yeah we mentored with it. Okay one last question that I have in this quick chat that we're having about uncle ji and the three beautiful campaigns that Zephyr has made is you know are you what is that what is the marketing plan for the coming year are you going to you know capitalize more on uncle ji or you know there are different pretty campaigns in store what is the what is the plan for Zephyr? Again I'll just go back to my initial statement that you know brand marketing is nothing if not experimentation right so I don't think there is any formula there's any one way of going about things but the truth is that we do have uncle ji as part of our weaponry right now so whether we choose to deploy it or not we'll all see in the time to come. Great is that any other you know plans in place for the coming year Amitacharya? Definitely like nothing concrete that I can talk about at this point but Zepto and the communication that's coming from the brand from its various platforms is definitely a space to watch out for there is a lot of interesting stuff that's on the console. Great is thank you very much Amitacharya for talking to us at exchange for media and you know all the very best for the campaign and I really hope that when I see the 2.6 Thank you so much. Thank you for having me.