Soan Papdi, once a cherished Diwali treat, is now more famous for being an unwanted gift passed around during the festivities. To revive its image, Zepto launched the “Make Soan Papdi Great Again” campaign, featuring a humorous 60-second ad that humanizes the dessert, showing it as a character aware of its fall from grace.
Anant Rastogi, Zepto’s senior marketing director, explained that the campaign aims to connect with both younger audiences and those nostalgic for Soan Papdi. The idea evolved from brainstorming jokes about the sweet’s gift-giving reputation, ultimately creating an AI-generated character to represent it.
The campaign, developed in just four to five weeks, has resonated well on social media, particularly LinkedIn, where a profile for Soan Papdi gained traction. Zepto’s goal is to associate the sweet with its brand during Diwali, driving overall preference for its products, rather than just seeking virality. The campaign leverages digital platforms to engage a broad audience and aims to rekindle appreciation for Soan Papdi while promoting Zepto’s offerings.