A matter of mithai: Zomato & Zepto serve Diwali ads with a side of sweetness

This Diwali, delivery platforms Zomato and Zepto are locked in a sweet showdown. With both ads tapping into nostalgia, celebration, and humour, the question lingers—who reigns supreme in this sweet campaign clash? Zomato's "Mission Diwali" campaign stars the iconic kaju katli, a shimmering jewel in the Indian sweetscape. Zepto, on the other hand, has given the oft-regifted soan papdi a hilarious comeback story.

Zomato's lit Diwali

Zomato’s Diwali ad goes beyond the typical feel-good ad with an endearing story set against the backdrop of the iconic “India on Diwali” NASA photo. The ad opens with a space-bound astronaut scanning Earth for signs of Diwali lights. Meanwhile, an elderly man and his granddaughter try everything to light up their home in true Diwali fashion, only to receive a “negative, sir” response each time. But when a Zomato delivery arrives with a box of kaju katli, everything changes—the mithai’s silver foil catches the astronaut’s eye from space, prompting an enthusiastic “positive, sir!”

.@NASA y'all know the drill for this diwali pic.twitter.com/XfMHsjYbPr

— zomato (@zomato) October 24, 2024

The heartfelt ad celebrates the real glow of Diwali—not just from lights, but from warmth, connection, and the little joys shared around food. Zomato’s campaign comes with a 360-degree amplification across OTT, digital, print, outdoor, and social media channels, making “Mithai Zomato Karo, desh ko roshan karo” a catchy, relatable slogan that captures Diwali’s spirit.

Zepto’s “Make Soan Papdi Great Again” campaign 

Not to be outdone, Zepto launched a quirky ad with a different strategy last week, unveiling soan papdi as its official “Comeback Officer” (CBO). Known for its ability to deliver essentials in minutes, Zepto repositions soan papdi as a star rather than the often-regifted underdog of the sweet world. Chandan Mendiratta, Zepto’s Chief Brand Officer, noted, “Soan Papdi is more than just a sweet. It’s a symbol of Indian festivities, an enduring part of the celebrations.”

The campaign tells a tale of soan papdi’s ups and downs, from being everyone’s favorite gift to the most “re-gifted” sweet at Diwali. Over time, it has earned a unique status—a staple that’s always on hand but seldom eaten right away. However, with Zepto’s help, soan papdi is determined to shed its reputation and reclaim its place as a festive essential. As part of the campaign, Zepto customers receive free boxes of soan papdi with eligible purchases from October 18 to October 20, giving the sweet a fresh lease on life.

In Zepto’s words, “Some classics never go out of style—they just need a little help finding their way back into our hearts.” The brand is bringing back soan papdi with humor, nostalgia, and the hope of turning it into a Diwali staple once more.

Who Wins the Battle of the Sweets?

While both campaigns capture Diwali’s essence, Zomato’s approach strikes a deep emotional chord with its warmth and universal appeal around food as a unifier. Zepto’s ad, meanwhile, scores high on strategy, humor and nostalgia, highlighting a universally relatable Diwali experience in a fresh way. For sheer memorability, Zepto’s “Make Soan Papdi Great Again” succeeds in positioning the oft-memed sweet as a symbol of festive cheer.