Ahmedabad’s bustling streets have a new story to tell — and it’s cheeky, vibrant, and unmistakably local. Quick commerce giant Zepto has rolled out an offbeat Gujarati out-of-home (OOH) campaign in collaboration with creative agency The Local Talk, painting the cityscape with humor, cultural nods, and a healthy dose of desi swagger.
Unlike generic billboard clutter, Zepto’s Ahmedabad campaign speaks the city’s own language — quite literally. Bold, quirky Gujarati taglines and playful visual cues adorn high-footfall zones, from bustling crossroads to popular food joints and commercial hubs. The creative approach isn’t just about slapping on a translation; it’s about tapping into what makes Ahmedabad laugh, nod, and share a smile.
From khakra to checkout: local meets instant
What sets this campaign apart? The hyperlocal insight. Instead of just promoting “10-minute deliveries,” Zepto’s creatives riff on everyday Ahmedabad lingo and humor. Think phrases only locals get, jokes your chacha might forward on WhatsApp, and cultural hooks that go beyond textbook marketing.
By doing so, Zepto aims to become more than a delivery app — it positions itself as a digital buddy that understands what makes the city tick, whether it’s the midnight craving for fafda or the urgency of that forgotten dahi.
The Local Talk factor
Behind these scroll-stopping billboards is The Local Talk, a creative agency known for amplifying brand voices through hyperlocal storytelling. With Ahmedabad as its canvas, the agency has merged street smarts with brand strategy, ensuring the campaign doesn’t just look good but feels familiar to anyone stuck in traffic or cruising on a two-wheeler.
Beyond billboards: cultural connection
In today’s cluttered ad space, relatability is currency. Zepto’s Gujarati OOH splash doesn’t just shout about speed; it quietly whispers, “We’re one of you.” The campaign captures micro-moments — that sudden tea-time snack idea, the impromptu guest visit, or the late-night sweet tooth — and delivers them with humor that belongs to Ahmedabad’s very streets.
Why this matters
OOH advertising can often feel sterile, but Zepto and The Local Talk prove that even billboards can be warm, funny, and distinctly local. As brands rush to scale across India, this campaign is a masterclass in slowing down just enough to listen to each city’s unique heartbeat — and reply in its own dialect.
With this new campaign, Zepto isn’t just promising speed; it’s promising familiarity, fun, and a Gujarati wink that says: “Tamey order karo, baaki mukiye amara upar.” (You place the order, we’ll handle the rest.)
