Quick commerce player Zepto has rolled out one of its most unusual brand tie-ups yet, joining hands with The House of Abhinandan Lodha (HoABL), India’s largest branded land developer. The campaign, released during Janmashtami, plays on Zepto’s “10-minute delivery” pitch and shows land plots being brought straight to consumers, with a delivery partner carrying a symbolic miniature of those plots. The film signs off with the line: “This Janmashtami, reimagine land investments, with India’s largest branded land developer, The House of Abhinandan Lodha and Zepto.”
It remains unclear whether the arrangement is limited to advertising visibility or if Zepto will list HoABL land parcels directly, similar to property platforms like MagicBricks or 99acres. ET has sought confirmation from the company.
This is not Zepto’s first experiment with offbeat partnerships. Earlier this year, the startup worked with Czech automaker Skoda to facilitate test drives for its Kylaq SUV, an association that briefly went viral after being mistaken for a “10-minute car delivery” service.
The campaign comes at a crucial time for Zepto, which is laying the groundwork for its India IPO. The company recently secured Rs 400 crore from Motilal Oswal Financial Services as part of a larger Rs 1,000 crore transaction, valuing the firm at around $5.4 billion, or Rs 47,298 crore. In parallel, it is closing a primary round led by General Catalyst and Avenir Growth, which also includes Rs 1,500 crore infused by Zepto’s founders through debt arranged from Edelweiss and several domestic family offices.
Additional minority stakes have been picked up by Elcid Investments and MapmyIndia through Motilal Oswal’s wealth arm. With its domicile shift to India and corporate rebranding complete, Zepto is clearly working to ensure its IPO lands as smoothly as its 10-minute pitch.
