The objective of the campaign was to establish Dunzo Daily as the best way to shop for groceries online. While planning the launch of Dunzo Daily, we made a conscious call to harp on the fact that we deliver groceries in just 19 minutes, and that one doesn’t have to wait for a couple of days to get fresh groceries.
Speed | One-Stop-Shop | Freshness | Price
No one wants to do grocery shopping because it’s a taxing chore, and there is always drama on who will do the inventory checking, placing the order, checking the quality, going to the store, etc. Whether it is in a Singles / Family / Couple situation, there is always drama in assigning responsibility.So much drama to get your groceries- this thought sparked a conversation that lead to the idea for the campaign.
It was agreed that Bollywood and 90s nostalgia plays an important part in unifying people. Adding the fact that we wanted to talk about instant delivery & drama of grocery shopping, we decided to put both these thought-starters into the blender. The result was- “Can we use iconic dialogues and songs of superstars to bring out the message, and can stars/their family members play the same part?”
Process:
We wanted a campaign line that had a local flavour and had the flexibility to become part of a conversation even if the brand was not in conversation. It had to be alliterative and sticky. And so we landed on, Grocery ka Drama chodo, Dunzo Daily Karo.
‘Grocerya Drama bidi. Dunzo Daily Maadi’ for our Bangalore campaign.
We wanted a campaign line that had a local flavour and had the flexibility to become part of a conversation even if the brand was not in conversation. It had to be alliterative and sticky. And so we landed on, Grocery ka Drama chodo, Dunzo Daily Karo.
‘Grocerya Drama bidi. Dunzo Daily Maadi’ for our Bangalore campaign.
We also selected the 4 superstars and the dialogues/movies they would represent.
Sunny Deol, Puneeth Rajkumar, Karisma Kapoor, and Sunil Grover.
Sunny Deol, Puneeth Rajkumar, Karisma Kapoor, and Sunil Grover.
Coupled with this, we resorted to guerilla marketing, and created an Instagram reel from Sunny Deol’s official page, to gain traction on social media and launch the campaign. We did this for Karishma and Sunil too.
Before the ad came out, the reel itself went viral and was shared by celebrities organically including Zakir Khan, Tanmay Bhat, Ashish Chanchlani, Kunal Shah, etc
Teaser
Final Film
Sunny Deol reprised his role of an angry, frustrated character chanting ‘Tareekh pe tareekh’ against the ‘slots’ for getting grocery! This was the perfect way for us to leverage a Bollywood icon and bring to life an iconic scene.
Since we wanted to appeal to to the settler audience of Bengaluru too, we decided to use ’If you come today…“, a popular song sung by Kannada Superstar, Late Dr. Rajkumar.
Late Puneeth Rajkumar reprised the role of his father, to appear on the ad, with slight changes to the lyrics to bring in the Dunzo connection.
Late Puneeth Rajkumar reprised the role of his father, to appear on the ad, with slight changes to the lyrics to bring in the Dunzo connection.
Jab We Met has established itself as an iconic movie of 2000s with Kareena Kapoor’s Geet’s evergreen dialogues.
Karisma Kapoor reprised the role of her sister, and convinced people why they need to shop on Dunzo Daily.
Karisma Kapoor reprised the role of her sister, and convinced people why they need to shop on Dunzo Daily.
Chak De India and SRK’s 70-min monologue at the end has become one of the most seen and enacted monologues of all time. Sunil Grover, who has artfully done SRK sketches over the years, reprised the role of the hockey coach.
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