SUB CATEGORY :

RETAIL

COMPANY ENTERING :

LAW & KENNETH SAATCHI & SAATCHI, MUMBAI

TITLE :

INDIAN STRETCHABLE TIME

BRAND :

ZEPTO

ADVERTISER :

KIRANAKART TECHNOLOGIES PRIVATE LIMITED

AGENCY :

LAW & KENNETH SAATCHI & SAATCHI, MUMBAI

CHIEF EXECUTIVE OFFICER :

PARITOSH SRIVASTAVA

CHIEF CREATIVE OFFICER :

KARTIK SMETACEK

CREATIVE DIRECTOR :

DIVAKAR SHETTY

ART DIRECTOR :

SANDEEP SALUNKHE

COPYWRITER :

PUSHAN MUKHERJEE

FILM PRODUCTION COMPANY :

EARLY MAN FILM PVT. LTD., MUMBAI

ENGLISH SYNOPSIS :

A PASSENGER, WAITING IN AN AIRPORT ASKS THE PERSON BEHIND THE COUNTER HOW MUCH LONGER TILL THEY BOARD. THE AIRLINE STAFF IS PLAYED BY THE FAMOUS INDIAN CLASSICAL SINGER, SHANKAR MAHADEVAN. HE SAYS, “JUST ANOTHER FIIIIIIII…”, STRETCHING THE WORD IN HIS SIGNATURE SINGING STYLE. THE PASSENGERS LOOK CONFUSED AS HE GOES ON AND ON. A VO COMES IN TO SAY THAT IF YOU’RE FED UP WITH PEOPLE STRETCHING TIME, ORDER ON ZEPTO, WHICH ALWAYS DELIVERS ON TIME. THIS IS FOLLOWED BY THE LOGO AND LINE: ZEPTO. 10 MINUTE GROCERY DELIVERY.

ENGLISH CONTEXT EXPLANATION :

INDIANS HAVE NO RESPECT FOR TIME. 2 MINUTES MEANS 10 MINUTES. 10 MINUTES MEANS HALF AN HOUR. IT’S NO SURPRISE THAT INDIAN STANDARD TIME IS BETTER KNOWN AS INDIAN STRETCHABLE TIME. WE USED THE FAMOUS INDIAN CLASSICAL SINGER SHANKAR MAHADEVAN (WHO IS KNOWN TO STRETCH NOTES WHILE SINGING) TO DRIVE HOME THIS POINT. AND SO MAKE A CASE FOR ZEPTO, THAT ALWAYS DELIVERS ON TIME.