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In a surprising move, Zepto has appointed Soan Papdi as its official Comeback Officer (CBO) ahead of the Diwali festivities. The innovative delivery service aims to breathe new life into this traditional sweet through its campaign titled “Make Soan Papdi Great Again.”
The campaign celebrates the rich legacy of Soan Papdi, urging consumers to reconsider the practice of regifting this beloved treat. According to Chandan Mendiratta, Chief Brand Officer at Zepto, “Soan Papdi is more than just a sweet. It’s a symbol of Indian festivities, an enduring part of the celebrations. This Diwali, our sellers are excited to shine a light on its charm and give it the love it deserves—along with a little help from our delivery network.”
Soan Papdi, crafted from gram flour, sugar, and ghee, has a storied past, becoming a staple at family gatherings across India. While its popularity has led to it being passed from home to home—often without clear origin—it remains a cherished part of Indian culture. The campaign highlights this journey and aims to restore Soan Papdi’s status as a beloved Diwali treat rather than a mere regifting option.
From 18th to 20th October, Zepto will offer Soan Papdi as a complimentary gift with eligible purchases, reinforcing the message of connection and togetherness. This initiative is designed to bring the sweet back into the limelight during a season synonymous with joy and sharing.
As Zepto continues to grow in the advertising and media space, it remains committed to delivering not only essentials but also meaningful experiences. The “Make Soan Papdi Great Again” campaign combines tradition with a touch of humour, reminding everyone that the sweetest moments are those shared with loved ones.
This Diwali, embrace the opportunity to savour Soan Papdi and discover where it may end up next.
