Mumbai: L&K Saatchi & Saatchi, part of Publicis Groupe has signed up the branding and communications mandate for Zepto, a ‘ten-minute grocery delivery’ app founded by Aadit Palicha and Kaivalya Vohra, two 19-year-old Stanford dropouts.

Since coming on board in the past month, L&K Saatchi & Saatchi has developed the brand livery, retail and collateral branding and gone live with Zepto’s first campaign consisting of three digital films and OOH. The films build on the 10-minute delivery promise of the brand using quirky characters and situations, said the statement.

“Q-commerce has the potential to change the way India shops forever, and that presents a rare opportunity to build a category-defining brand. We needed an agency partner that understood and could deliver on the ambition we have for Zepto," Zepto founder & CEO Aadit Palicha said. "We found that partner in L&K Saatchi & Saatchi - they have the right balance of a young team that shares our drive, and the experience of strategically-sound leadership. Beyond that, their experience in creating iconic e-commerce brands gave us a significant headstart."

L&K Saatchi & Saatchi executive VP Debarjyo Nandi added, “We are excited to get on board the Zepto speedwagon and fuel their hyper-growth plans. We are at the cusp of not just changing the delivery landscape in the country but consumer behaviour itself. Grocery planning and shopping as we know it today will soon become redundant and Zepto will become a way of life.”

The three films produced by Content Factory and directed by Amit Satyaveer Singh aim to bring alive the delivery app’s USP of ‘groceries delivered in 10 minutes’ signaling urgency, need, product category and quick delivery service.

Zepto is expanding across Mumbai, Bengaluru and Delhi-NCR and will be launching in key areas across Hyderabad, Chennai, Pune and Kolkata in the next 30 days, said the statement.