Zepto and Swiggy Instamart obsess over their delivery minutes in new IPL ads

“Abhi ke Abhi” has become a literal demand of the Indian consumer if we are to go by the new Zepto and Swiggy Instamart ads during the Tata Indian Premier League (IPL) 2022.

Zepto decided to use singer Kailash Kher’s vocal cords to illustrate that you, instead of seeing folks waste time while delivering your order, should make use of Zepto’s 10-minute delivery promise.

Swiggy Instamart, on the other hand, used the child-throwing-tantrum-parents-petrified trope to extol its delivery in minutes promise.

Notice, how Zepto explicitly mentions 10 minutes while Swiggy Instamart only says “minutes”.

Swiggy has also launched a new commercial for Match Day Mania featuring a group of middle aged men who have settled to watch the match together, one of them even ordering non-vegetarian food on the sly, as they make the best of the great offers available during match time. Now in its 5^th edition, Match Day Mania is a 60-day long extravaganza to celebrate the nation’s love for cricket with the best food and offers from viewer's favourite restaurants.

In the past year and a half, we’ve seen the Indian consumer warm up to delivery promises in minutes than hours or days a la quick commerce. Some say the brands in this new commerce game fueled the habit in the Indian consumer while some bemoan the entitled Indian consumer.

Regardless of who is right, the speedy delivery is here to stay and brands like Zepto and Swiggy Instamart are pumping in healthy amounts of rupees for marketing promotions and ads, of course.

They compete with the likes of Blinkit, Bigbasket, and Dunzo Daily in this space.

Credits for Zepto ad:

Director - Ayappa

Executive Producer - Anand Menon

Producer - Milin Shah

Client - ZEPTO

Agency: L&K Saatchi & Saatchi

CEO: Paritosh Srivastava

Chief Strategy Officer: Snehasis Bose

Jt.NCD: Kartik Smetacek

Executive Vice President: Debarjyo Nandi

Creative Team: Rishabh Dave, Divakar Shetty, Sandeep Jadhav

Account Management: Noorbanu Qureshi, Vimesh Salian

Agency Producer: Jignesh Maru (Jiggy), Rahebar Sonawalla

Cinematographer - Vikas Vasudevan

Production Designer - Kazvin Dangor

1st AD - Padmini Nandakumar

DA - Krithika Yegnaraman

2nd AD - Akshay Srivastava

Line Producer - Rajesh Shah

Production Manager - Nipun Amlani

Production Assistants- Jayendra Ghosalkar & Jitu Sontate

Casting - Sumit & Bhavna

Costumes - Reena & Ruchika

Makeup & Hair - Shubra Khandelwal

Offline Editor - Avro Banerjee

Grade - Metropolitana

Online Editor - Sagar Kadam

Music - Karan Malhotra

Sound Engineer - Allwin Rego

Post Supervisor - Vikram Solanki

Post Assistant - Swapnil Katale