Zepto campaigns to make Soan Papdi great again

Celebrating the unique legacy of soan papdi (an Indian sweetmeat), Zepto’s latest campaign urges everyone to think twice before regifting. After all, who can resist its flaky, melt-in-your-mouth goodness?

The campaign film tells the tale of soan papdi’s rise to fame, its life of being joyfully (and sometimes reluctantly) passed from home to home, and now, its big comeback under Zepto’s wing.

“Soan papdi is more than just a sweet. It’s a symbol of Indian festivities, an enduring part of the celebrations,” said Chandan Mendiratta, chief brand officer at Zepto. “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.”

With ‘Make soan papdi great again’, sellers on Zepto platform are delivering more than just a sweet— they are delivering a tradition, a memory, and a chance to bring people together. From October 18 to 20 October, the sweet will be available as a free gift with eligible purchases with the sellers, letting it grace every celebration and reclaim its rightful place in Diwali festivities.

Zepto’s campaign is all about embracing tradition with a touch of humour and a whole lot of love. After all, the sweetest moments are the ones we share. So, this Diwali, it is urging consumers to take a moment to savour soan papdi—after all, who knows where it’ll end up next

Campaign’s take: Zepto's ‘Make soan papdi great again’ campaign is a clever nod to the long-standing joke that this Indian sweet has become the official regift of Diwali. With soan papdi humorously appointed as Zepto’s ‘Come Back Officer’—complete with a cheeky LinkedIn profile—the campaign plays on the meme-worthy status of the sweet, which has spent more time being passed along than actually eaten.

This quirky narrative taps into the shared cultural experience of Diwali, where soan papdi often resurfaces like a long-lost friend at every family gathering. Personifying the sweet as a sad individual, it gives glimpse of it bitter memories of people shunning it and even ridiculing it in its presence.

But instead of letting the sweet’s regifting legacy define it, Zepto’s campaign injects fresh life into the tale. By positioning soan papdi as a misunderstood hero of festive gifting, they’re urging consumers to embrace the fun, share a laugh, and celebrate the small joys this Diwali, just as we do with family traditions that never seem to fade. In a world of ever-changing trends, Zepto’s push to reclaim the sweet’s glory is a reminder that some classics just need a playful rebrand to shine again.