How Zepto Does Marketing Differently ft. Chandan Mendiratta | Mashable Mornings Ep 38 скачать в хорошем качестве

How Zepto Does Marketing Differently ft. Chandan Mendiratta | Mashable Mornings Ep 38

Zepto didn’t just build a grocery app - they built a brand that Gen Z feels. In this episode, Chandan Mendiratta, Zepto’s Chief Culture & Brand Officer, reveals the real strategy behind their viral marketing, zero-agency approach, and lightning-fast brand building. No fluff. Just raw insights on building brands in the age of speed. 🔍 Topics we cover: – Zepto’s zero-agency, in-house brand model – Frameworks Chandan uses for brand-building at scale – How to align culture, content, and consumer behavior – Real-time feedback loops in high-growth marketing – Structuring a Gen Z-first brand and content team 🎙 Hosted by Siddharth Aalambayan 📍 Subscribe for deep dives with India’s top marketers & founders. (Zepto, Gen Z brand, Zepto cafe, Branding, Marketing, Startups, Chandan Mendiratta, Viral strategy, In-house content, Fast branding, zero agency) 00:00 - Intro 01:43 - Why Zepto doesn't call it a HR team but a culture team? 02:34 - Chandan’s journey from a consultant to Chief Brand Officer? 03:33 - Chandan’s 2 major pivots in his career 05:56 - How did the Zomato job land for Chandan? 07:24 - Meeting with Deepinder Goyal 09:04 - What was Zomato’s brand voice - before vs now 10:28 - Chandan’s first ever marketing campaign released in 2018! 12:45 - Zomato’s push notifications - the strategy behind! 13:46 - Chadan on working with Sahiba Bali at Zomato 15:21 - Hack to lead a creative team! 16:39 - On Zomato’s in film branding marketing technique 18:10 - Role of tech in marketing - Zepto and Zomato style 19:10 - Not how much, but how should you spend on brand marketing? 20:34 - How do you make content viral? 22:44 - Where is the marketing industry moving towards? 25:02 - Zepto’s brand identity 25:58 - Idea behind Zepto’s Soan Papdi Diwali and 10-minute Delivery Campaign 28:43 - Top campaign by Zepto 30:25 - Should brands move to hiring creative teams internally? 31:31 - Chandan ka second personna - Mix it up with Mendi! 33:39 - Zepto’s first TV commercial just got released! 34:50 - Akshay Kumar pranked Chandan on set 37:08 - Chandan on playing with cultural nuances 39:00 - On tracking competition and CRM collaboration! 40:48 - What are Aura points? 41:50 - Thanks for the ride, Chandan! Mashable Across The Web Like us on Facebook:   / mashableindia   Follow us on Twitter:   / mashableindia   Follow us on Instagram:   / mashable.india   Subscribe for Latest Videos: https://bit.ly/2QIlhxZ Mashable India is for superfans. We're not for the casually curious. Obsess with us as we start exploring India.