Mumbai: The grocery delivery app Zepto has launched its latest brand campaign at the IPL which made it the most talked about brands. Created by L&K Saatchi and Saatchi, the campaign is rooted in the fact that time is seen as an expandable commodity in India.

Whether it’s waiting for your food at a restaurant or to board a flight, Indian Stretchable Time is something we’ve all experienced. Zepto stands apart with its proven track record of always delivering within the time committed.

It brings alive this idea in a surprising way using three famous singers - Kailash Kher, Shankar Mahadevan and Usha Uthup to drive home the point. The campaign features them in unusual roles where they literally stretch time in their own inimitable style. And hence make the point for Zepto, and its on-time delivery promise.

"Our consumers lead busy, fast-paced lives. At Zepto, through our on-time delivery promise and at the back of our exceptional tech, we constantly strive to let them know and reassure them that we value their time," said Zepto chief marketing officer Amritansu Nanda. "This campaign, featuring some of the most iconic pop-culture voices of the country, brings alive our proposition of quick delivery and strikes the right chord with our core TG through relatable entertainment. It is also a critical milestone in our journey towards becoming synonymous with quick-commerce in India."

L&K Saatchi and Saatchi Jt NCD Kartik Smetacek commented, “It’s often said clients get the work they deserve. Zepto is case in point. From scripting these, to presenting them, to producing them, working on the campaign was an absolute pleasure, with the agency and client working as one team completely committed to the end product. I think the results speak for themselves.”

Zepto is now available beyond Mumbai, Bengaluru, Delhi and includes Gurgaon, Chennai, Hyderabad, Pune and Kolkata, according to the statement.