Zepto, one of India’s fastest-growing quick commerce platforms, has announced the launch of Mithai Wars 2025 in collaboration with Haldiram’s. The initiative introduces a mithai-themed election, where Indian consumers vote for their preferred sweet during the Diwali season.
Running from 10 to 14 October, the campaign turns each Zepto delivery into a voting opportunity. Users will receive a mystery mithai box from Haldiram’s*, with no prior knowledge of which sweet it contains. Each sweet will be accompanied by a manifesto encouraging users to sample before voting.
Customers can cast their vote via the Zepto app after trying the sweet. The campaign features four sweets:
- Soan Papdi: The comeback king, following a marketing push last year.
- Kaju Katli: The incumbent leader, positioned as refined and consistent.
- Chana Burfi: The people pleaser, presented as accessible and simple.
- Peda: The traditionalist, associated with heritage and familiarity.
The campaign also includes a central promotional film depicting the sweets on a mock election campaign trail. The film uses elements of electioneering to draw parallels between the voting process and consumer choices during Diwali.
Zepto’s Chief Brand Officer and Chief Culture Officer, Chandan Mendiratta, said, “Festivals in India are defined as much by shared memories as by traditions. With Mithai Wars, we’ve taken something every Indian relates to — mithai — and added a fun, participative twist. We thank our sellers for enabling this. After Soan Papdi’s redemption arc last year, we wanted to go bigger: four mithais, one crown, and a country full of voters. It’s satire, it’s celebration, and it’s exactly the kind of joyful chaos that makes Diwali what it is, only Zepto-style.”
Zepto intends for Mithai Wars to include both online and offline components, with marketing activities extending beyond the app.
Note: The mithai brand may vary in Rajasthan and West Bengal. All images are for representational purposes only.
