Zepto has recently launched its out-of-home (OOH) campaign titled ‘One Name, Two Meanings’ at the Noida Sector 51 metro station in collaboration with Bold Care and Shaadi.com, creating a viral buzz and turning its audience into active co-creators.
The out‑of‑home campaign, “One Name, Two Meanings,” captured public attention with three cleverly sequenced billboards reading: “tum, mai aur do cup chai – sukoon wala pyaar,” “tum aur mai – forever wala pyaar,” and “bas mai – pleasure wala pyaar,” conveying a journey from comfort to commitment to intimacy.
Within days of its rollout last month, the campaign went viral, largely fueled by audience-generated content rather than paid media. Users across platforms like LinkedIn and Instagram began recreating their own playful versions, tagging Zepto and generating over 1,000 pieces of organic user‑generated content.
Priyamvada Rathi, Zepto’s Brand Manager, noted that although the team anticipated cultural resonance, they did not expect the campaign to evolve into the brand’s largest-ever UGC initiative. She explained that the campaign strategy leveraged name‑based personalization to turn product assortments into relatable canvases, which naturally built recall and prompted widespread creative participation.
The campaign was deliberately placed in culturally diverse, high‑footfall locations to ensure immediate connection. Success was measured not just in impressions but in active participation, evaluated through shares, recreations, adaptations, and tagged posts, which demonstrated a profound audience connection when people recognized themselves in the messaging.
With the festive season approaching, Zepto plans to build on these insights, continuing to craft participatory campaigns with new seasonal hooks that spark natural engagement while shining a spotlight on its product range.
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