Kyoorius Creative Awards
Film Craft

Indian Stretchable Time
Brand: Zepto
Client: Kiranakart Technologies Pvt Ltd
Entrant: L&K Saatchi & Saatchi

Blue Elephant

Entry Title:	Indian Stretchable Time
Brand:	Zepto
Client:	Kiranakart Technologies Pvt Ltd
Entrant Company:	L&K Saatchi & Saatchi
Title:	Zepto - Indian Stretchable Time - Restaurant
Title:	Zepto - Indian Stretchable Time - Clinic
Title:	Zepto - Indian Stretchable Time - Airport
Title:	Zepto Case Study
Description:	The objective of the campaign was to build brand salience for Zepto, a grocery delivery service that delivers in 10 minutes. Our idea stemmed from a particularly relevant cultural insight: Indians have no respect for time. In this country, 2 minutes means 10 minutes. 10 minutes means at least half an hour. It’s no surprise that Indian Standard Time is better known as Indian Stretchable Time. We featured famous Indian classical singers like Kailash Kher, Shankar Mahadevan and Usha Uthup, who are known to stretch notes while singing, and made them instead stretch time. And so make a case for Zepto, a grocery delivery service that always delivers on time.
English Translation:	The films showcase three typical instances of people stretching time in India. We see people waiting in a restaurant, airport and clinic. One of them asks the staff how long it will take. In each film, the staff is played by a famous Indian classical singer – Kailash Kher, Shankar Mahadevan and Usha Uthu. They begin to answer the question, but keep stretching the words in their signature singing style. The customers look confused as they go on and on. A VO comes in to say that if you’re fed up with people stretching time, order on Zepto, which always delivers on time. This is followed by the logo and line: Zepto. 10 minute grocery delivery.
Company Credits:	L&K Saatchi & Saatchi
Individual Credits:	Kartik Smetacek
Individual Credits:	Divakar Shetty
Individual Credits:	Sandeep Salunkhe
Individual Credits:	Pushan Mukherjee