From Groceries to Skodas: The Campaign That Drove the Internet Wild

Quick Life Updates:

• We recently kicked off something I’ve wanted to do for a while: Blanq Creators Club is now live (soft launch for now, but already buzzing!)

• We also just executed a high-energy, strategy-first networking event for one of our fav brand partners, packed with the right people, right energy, and real-time content planning.
  (Still recovering from how good the coffee was.)

• Outside of Blanq, I’ve been trying to keep up with gym life (emphasis on trying).
  Back on the mat, lifting, and dragging myself there even on “client call hangover” days.

  Also attempting this elusive thing called eating healthy and fighting the inner voice that believes chai and namkeen are a food group.

• Meanwhile, behind the scenes, we’re building internal systems, refining creator experiences, and continuing to ask one question every week:
  "What can we do better?"

Let me tell you about last week. It was insane. I had back-to-back meetings, a deadline looming, and my car decided to stage a dramatic breakdown in the middle of rush hour. Talk about stress!
I was fantasizing about having a personal driver (or maybe even an app where a delivery executive could magically transport me!).

Then, amidst the chaos, I saw the headlines: "Zepto to Deliver Cars in 10 Minutes?!" My first thought was, "Now that's the kind of instant service I need!" The internet, as you can imagine, went into overdrive. Everyone was sharing the news, speculating about which car models would be available on the Zepto app, and making jokes about ordering a car along with their milk and eggs.

The source of all this? A clever video, made in collaboration with Skoda India, shows a Zepto delivery executive walking into a Skoda showroom, ready to "pick up an order." The internet, naturally, lost its collective mind. Imagine ordering a car like you order a pizza! The guts!

But here's something you don’t know
Zepto isn't delivering cars... yet. They are delivering something equally ingenious: test drives of the Skoda Kylaq, delivered to your location in 10 minutes.

This whole saga reminded me of something crucial in marketing: building anticipation and creating a little hype of small things, making it seem big.

Here's why this Zepto x Skoda partnership, and the way it was rolled out, is a marketing gold:

• Clever Hook: The "car delivery" rumors grabbed attention with a surprising "wait, what?!" moment.

• Flipping Expectations: Zepto is known for groceries, so suggesting they could deliver cars was shockingly believable.

• Experience Over Product: The focus was on making test drives fun and easy, not just on the cars.

• Shareable Buzz: The mix of rumors, a reveal video, and test drive offers made the campaign perfect for social media sharing.

This campaign isn't just about test drives; it's about building brand awareness, generating leads, and creating a memorable experience. It's a reminder that sometimes, the most effective marketing is the kind that surprises us, makes us think, and gets us talking. 

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Quick Marketing Truth: Intrigue + Surprise + Relevance = Marketing Magic.

Book Recommendation of the Week:

1984 by George Orwell:

A gripping and haunting dystopian novel that warns of the terrifying consequences of totalitarianism, surveillance, and thought control.

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That's all for now!

Radhika.

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