In a transfer as surprising as discovering Soan Papdi behind the snack drawer, Zepto has formally appointed this Diwali candy as its come again officer (CBO). The model identified for delivering necessities in minutes, is bringing again the candy that’s been handed round for years—and so they’re on a mission to make “Soan Papdi Nice Once more.”
Celebrating the distinctive legacy of Soan Papdi, Zepto’s newest marketing campaign urges everybody to suppose twice earlier than regifting. In spite of everything, who can resist its flaky, melt-in-your-mouth goodness? The marketing campaign movie tells the story of Soan Papdi’s rise to fame, its lifetime of being joyfully (and typically reluctantly) handed from house to house, and now, its massive comeback beneath Zepto’s wing.
“Soan Papdi is greater than only a candy. It’s an emblem of Indian festivities, a permanent a part of the celebrations,” mentioned Chandan Mendiratta, chief model officer at Zepto. “This Diwali, our sellers are excited to shine a light-weight on its attraction and provides it the like it deserves—together with just a little assist from our supply community. I thank our sellers for enabling this marketing campaign.”
Born within the coronary heart of India’s bustling candy retailers, Soan Papdi began its profession as a humble mix of gram flour, sugar, and ghee. Rising by way of the ranks of India’s dessert tradition, it shortly turned a fixture at household gatherings, sharing the desk with numerous different sweets. Over time, Soan Papdi earned a novel standing because the one candy that everybody appeared to have, however nobody fairly knew the way it acquired there.
As Diwali turned synonymous with gifting, Soan Papdi discovered itself in a curious place—adored by some, but handed alongside by many. It was memed, laughed about, and at instances, appeared to lose its approach because it moved from one household to the following. Being in excessive demand is hard; the candy’s function turned blurred, resulting in an existential disaster. Regardless of this, Soan Papdi endured, making appearances at houses throughout India, even when it wasn’t invited. It has been the candy that simply stored going, spreading cheer with every passing field.
Now, Soan Papdi is moving into a brand new function as Zepto’s comeback officer, decided to reclaim its place as a beloved Diwali deal with. Supported by Zepto’s marketing campaign, “Make Soan Papdi Nice Once more,” it’s prepared for a contemporary begin, aiming to rework from a regifting staple right into a celebrated image of Diwali pleasure. In spite of everything, some classics by no means exit of fashion—they simply want just a little assist discovering their approach again into our hearts.
With “Make Soan Papdi Nice Once more,” sellers on Zepto platform are delivering greater than only a candy— they’re delivering a practice, a reminiscence, and an opportunity to deliver folks collectively. From October 18 to October 20, Soan Papdi can be accessible as a free reward with eligible purchases with the sellers, letting it grace each celebration and reclaim its rightful place in Diwali festivities.
Written with the View : afaqs