Zepto's billboard campaign in the U.P. redefines OOH advertising with bold song lyrics and wordplay

The quick-commerce brand Zepto's new out-of-home (OOH) campaign for the northern state of India, Uttar Pradesh (U.P.), has harnessed puns and wordplay on songs to get people reading it through busy streets in Bareilly, Gorakhpur, Ghaziabad, and Saharanpur.

Raj Pandya, associate manager of client servicing at Dentsu India's Posterscope, shared the billboards on LinkedIn. They announce Zepto's arrival in the cities. Interestingly, the copy is written in English script for a state where Hindi is the predominant language.

The copy integrates song lyrics that many readers will recognize: There's Jhumka Gira Re Bareli Ke Bazaar Mein, from the 1966 Bollywood movie Mera Saaya, as also Jagjit Singh's famous ghazal Tumko Dekha Toh Yeh Khayal Aaya.

Such a copy is not new, yet not too old. The pun and wordplay usage by Zomato on food delivery popularized it. Now this template has been taken by many Indian brands. Does anyone remember bol baby bol, malai tikka roll? The playful copy was even for OOH ads, funny enough by Zomato.

Anupam Mittal praises the OOH campaign by Zepto and Shaadi.com.

Mainly comprising of Zepto, Blinkit, Swiggy Instamart, and Flipkart Minutes, Bernstein Research, as per ANI, has stated that India's quick commerce market is expected to enter new categories and cities in 2025; smaller cities welcome the model. The report further stated that the industry is poised to grow 75% or more year on year (YoY) which will be even more than that of traditional retail.

Advantages of billboard advertising:

Enhanced visuals

Billboards are very catching and attention-grabbing since they allow more striking visuals to stand out in the cluttered environment. Through their depth and realness, they stick to one's memory. Hence, this helps in enhancing the brand recall value.

Effective storytelling

Creative billboards have the power to perfectly draw out narratives; hence, the simplest ad comes to life with interesting stories.

Increased Footfall and Sales

Billboards bring more footfall to the location advertised due to the fabulous, eye-catching design. Novelties in billboard advertisements capture customers' curiosity and result in more physical visits.

Extended Viewing Range

Billboard ads grab eyeballs at distances near and far, boosting maximum impression levels with their exposure.

If you want to create innovative billboard advertising campaigns for your brand, then Excellent publicity can help you achieve your objective. For more such advertising news, stay in touch with us.