Ahead of Diwali, Zepto has rolled out its new “Make Soan Papdi Great Again” campaign.
For the campaign, the platform has named ‘Soan Papdi’ as the official Come Back Officer (CBO). Zepto is bringing back the sweet that’s been passed around for years, as it is on a mission to make “Soan Papdi Great Again”.
Celebrating the legacy of Soan Papdi, the campaign urges everyone to think twice before regifting. After all, who can resist its flaky, melt-in-your-mouth goodness? The campaign film tells the tale of Soan Papdi’s rise to fame, its life of being joyfully (and sometimes reluctantly) passed from home to home, and now, its big comeback under the platform’s wing.
As per the platform, born in the heart of India’s bustling sweet shops, Soan Papdi started its career as a humble blend of gram flour, sugar, and ghee. Rising through the ranks of India’s dessert culture, it quickly became a fixture at family gatherings, sharing the table with countless other sweets. Over time, it earned a unique status as the one sweet that everyone seemed to have, but no one quite knew how it got there.
As Diwali became synonymous with gifting, Soan Papdi found itself in a curious position- adored by some, yet passed along by many. It was memed, laughed about, and at times, seemed to lose its way as it moved from one family to the next. Being in high demand is tough; the sweet’s purpose became blurred, leading to an existential crisis. Despite this, it persisted, making appearances at homes across India, even when it was not invited. It has been the sweet that just kept going, spreading cheer with each passing box.
Now, Soan Papdi is stepping into a new role as Zepto’s Come Back Officer, determined to reclaim its place as a beloved Diwali treat. Supported by Zepto’s campaign, it is ready for a fresh start, aiming to transform from a regifting staple into a celebrated symbol of Diwali joy. After all, some classics never go out of style- they just need a little help finding their way back into our hearts.
With this campaign, sellers on the platform are delivering more than just a sweet- they are delivering a tradition, a memory, and a chance to bring people together. From October 18 to 20 October, Soan Papdi will be available as a free gift with eligible purchases with the sellers, letting it grace every celebration and reclaim its rightful place in Diwali festivities.
Further the platform stated that this campaign is all about embracing tradition with a touch of humour and a whole lot of love.
Watch the campaign here:
Speaking about the campaign, Chandan Mendiratta, Chief Brand Officer, Zepto, said, “Soan Papdi is more than just a sweet. It’s a symbol of Indian festivities, an enduring part of the celebrations. This Diwali, our sellers are excited to shine a light on its charm and give it the love it deserves- along with a little help from our delivery network. I thank our sellers for enabling this campaign.”
