What happens when quick commerce and matchmaking collide?
OOH advertising has taken an exciting new turn with a budding bromance between two industry giants: the king of quick commerce, Aadit Palicha, and the OG matchmaker, Anupam Mittal.
It all started with Zepto announced the arrival of Manyawar, the ethnic wear brand, promising delivery in 10 minutes with a new billboard.
It didn’t take long for Shaadi.com to come up with a cheeky billboard and clever wordplay of its own, captioned, “Var chahiye? (Will take more than 10 minutes).
The bromance begun when Shaadi.com founder Anupam Mittal took to LinkedIn to celebrate the iconic pairing, highlighting the trend of co-creation among brands.
However, the true drama unfolded in the comments. Mittal tagged Zepto co-founder Aadit palicha, asking if he wanted a vadhu (bride).
“I’m married to Zepto,” Palicha responded. Keeping the banter alive, Mittal responded, “Kyun pet par laat maar rahe ho?”
“Mom LinkedIn par hai! Let’s take this offline,” Palicha joked next, with a laughing emoji. Not to be left out, Zepto’s co-founder Kaivalya V joined in with classic sibling energy, chiming, “Sending this to aunty.”
Brands Hop in on the Trend:
Once the chaos started, it was never-ending. What started off as a witty exchange between Zepto and Shaadi.com has now evolved into a multi-brand interaction, with other brands chiming in with billboards and social media posts of their own.
Dangal Play joined the conversation with, “Shaadi mein drama chahiye?” (Need drama in your wedding?), adding a chaotic twist to the narrative.
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CashKaro humorously offered cashback solutions for wedding shopping by tweeting, “Shopping for Manyavar? @ZeptoNow hai na! Dulhe ki talash? @ShaadiDotCom hai na! Aur shaadi ki shopping par Cashback? Hum hain na!”
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Faasos, known for its delicious food deliveries, posted a billboard that said, “Manyavar ke liye bhookh lagi? Faasos hai na!” (Hungry for Manyavar? Faasos is here!), recommending that users can enjoy some good food while waiting for your outfit or groom.
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Astrotalk, an astrology platform, wrote “Shubh muhurat chahiye shaadi ke liye?” (Need an auspicious moment for the wedding?), offering mystical astrological guidance for the perfect wedding timing.
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GrabOn, a coupon and deals platform also chimed in with, “Sab kuchh discount mein chahiye?” (Need everything at a discount?), ensuring that users would get an excellent savings option.
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Dentsu India’s OOH agency Posterscope is the mastermind behind this ingenious placement.
