KYOORIUS CREATIVE AWARDS - Film Craft (Writing & Scripts - Campaign)

Indian Stretchable Time - Kiranakart Technologies Pvt Ltd - Zepto JPG
Indian Stretchable Time - Kiranakart Technologies Pvt Ltd - Zepto MP4 35s
Indian Stretchable Time - Kiranakart Technologies Pvt Ltd - Zepto MP4 35s
Indian Stretchable Time - Kiranakart Technologies Pvt Ltd - Zepto MP4 35s
Indian Stretchable Time - Kiranakart Technologies Pvt Ltd - Zepto MP4 35s

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

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Indian Stretchable Time - Zepto - Kiranakart Technologies Pvt Ltd

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Entry Title: Indian Stretchable Time
Brand: Zepto
Client: Kiranakart Technologies Pvt Ltd
Entrant Company: L&K Saatchi & Saatchi
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: Airport -
A passenger waiting in an airport asks the person behind the counter how much longer till they board. The airline staff is played by the famous Indian classical singer, Shankar Mahadevan. He says, “Just another fiiiiiiii…”, stretching the word in his signature singing style. The passengers look confused as he goes 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.

Restaurant -
A customer in a restaurant asks the waiter how long their food will take. The waiter is played by the famous Indian classical singer, Kailash Kher. He says, “Only twooooo…”, stretching the word in his signature singing style. The customers look confused as he goes 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.

Clinic -
A patient waiting in a clinic asks the nurse sitting behind the desk how many minutes more. The nurse is played by the famous Indian singer, Usha Uthup. She says, “Please wait, only teeeee…”, stretching the word in her signature singing style. The patients look confused as she goes on and on with the other nurses joining her in a chorus. 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
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