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Zepto Indian Stretchable Time

Award: Shortlist

Shortlist / Film / TV/VOD Commercial Campaigns / 2023

Award: Shortlist

Shortlist / Casting / Voice

India is notorious for long wait times. In fact, Indian Standard Time (IST) is often called Indian Stretchable Time. Zepto’s campaign plays off this idea. The commercial shows customers waiting in a restaurant, airport, and clinic, where someone asks the staff how long it will take. The member of staff is played by a renowned classical singer, famous for stretching notes when singing. They begin to answer the question, but keep stretching the time in their signature singing style. The voiceover explains that, if you’re fed up with people stretching time, order on Zepto, which always delivers on time.