How Experiential Marketing & OOH Drove Hyperlocal Brand Adoption

When Zepto burst onto the quick commerce scene with its “groceries in 10 minutes” promise, it wasn’t just launching a service—it was rewriting consumer expectations. Post-lockdown, people had less patience, faster lifestyles, and a craving for convenience. But turning a bold promise into a habit across 20+ cities and 400+ dark stores? That took more than app installs and digital ads—it required an experiential marketing strategy powered by hyperlocal OOH activations.

This is how Zepto turned dark stores into brand stories, using street-level branding, guerrilla tactics, and immersive offline experiences to create both scale and emotional recall.

The Quick Commerce Moment

In 2021, as lockdown restrictions eased, urban India’s routines had shifted permanently. Speed became a baseline expectation, not a luxury. Zepto entered the market at the perfect time—offering something no competitor could match: groceries at your doorstep in just 10 minutes.

The challenge?

• Convince people it was possible.
• Get them to try it once.
• Make them use it regularly.

And to do that, Zepto had to go beyond generic marketing—it needed hyperlocal brand activation that merged real-world impact with digital conversions.

The Challenge Most Brands Underestimate

Scaling from 3 to 400+ dark stores in under 2 years is impressive, but in quick commerce, scale alone isn’t enough. Zepto had to:

1. Keep one brand promise across all locations – Delivered in 10, no matter the city.
2. Adapt to local nuances – Mumbai isn’t Bangalore, and Bangalore isn’t Jaipur. A one-size-fits-all creative wouldn’t work.
3. Turn curiosity into habit – The first order is easy to win. The second and third? That’s where real retention happens.

To meet these challenges, Zepto leaned into BTL (Below-the-Line) experiential marketing—strategically integrating OOH, local events, and guerrilla tactics.

The Experiential Marketing Gameplan

1. Geo-Mapped Activations

Instead of blanketing cities with ads, Zepto mapped its efforts by delivery radius, focusing on areas where stores could deliver in under 10 minutes.

• OOH placement strategy: Billboards, pole kiosks, and transit ads were concentrated within 6–8 minutes of active dark stores.
• Local relevance: Avoided wasting media in areas where capacity was already maxed out.

This meant every OOH touchpoint was a promise that could actually be fulfilled.

2. Everyday OOH Touchpoints

Zepto’s branding became part of the daily routine—subtle, yet impossible to ignore.

• Transit Branding: Autos, metro panels, and grocery cart wraps carried bold “10 Minutes” messaging.
• Retail OOH: Branded milk packets with QR codes (Pune saw a 21% redemption rate within 48 hours).
• Residential Branding: Elevator posters, parking lot billboards, and signage at local chai stalls.

3. Guerrilla Meets Lifestyle

Zepto blended guerrilla marketing with everyday experiences, making activations feel spontaneous yet relevant.

• Influencers helping residents carry groceries in apartment lobbies.
• Pop-up Zepto booths at pet runs, flea markets, and food festivals.
• “Free Fruit Days” at pani puri stalls with QR-based offers.

The key here? Authenticity. Nothing felt like a polished corporate ad—it was local, human, and approachable.

4. Tier 2 & Tier 3 Customisation

Zepto didn’t just translate ads—it built campaigns in local dialects and tailored offers for each market.

• Regional OOH creatives with location-specific headlines.
• Hyperlocal offers like “Morning Flash Sale – Only in Indore, 6–8am”.
• Local influencers featured on billboards and digital posters for familiarity.

Beyond the Billboard: Closing the Loop

OOH was the hook—but Zepto made sure offline activations led to digital engagement and retention.

• QR-Driven Journeys: Every offline touchpoint had a scan-to-download or referral link.
• Automated CRM Flows: Sampling + QR triggers launched WhatsApp or email onboarding sequences.
• UGC Integration: Local memes, delivery challenge videos, and unboxings were turned into social media content and even recycled into OOH for higher authenticity.
• Gamified Loyalty: Leaderboards, “ZeptoSaver” badges, and location-based perks kept users active.

The Results

The blend of OOH visibility, hyperlocal guerrilla activations, and seamless offline-to-online engagement drove measurable business impact:

• 46+ lakh app downloads
• 28+ lakh new users acquired—many on-the-spot via QR scans
• 3+ crore offline interactions
• 28% retention rate (vs 15–18% industry benchmark)
• 20+ crore reach with a 3X lift in organic social chatter

Why This Works: BuzzOmni Takeaway

Zepto’s success shows that OOH isn’t just awareness—it’s activation. In quick commerce, where habits make or break retention, hyperlocal experiential marketing delivers three key advantages:

1. Trust at street level – Seeing your brand where you live builds belief.
2. Precision targeting – Focusing OOH within delivery-ready areas prevents over-promising.
3. Digital integration – Linking offline exposure to online action ensures ROI.

At BuzzOmni, we believe in the same principle: great marketing doesn’t just tell you what’s possible—it makes you experience it. Zepto’s case is proof that when OOH is part of a larger experiential play, it can move markets, not just metrics.