Art direction and campaign design for India's fastest-growing quick-commerce brand—driving user acquisition and engagement at scale.
Zepto was scaling at breakneck speed—10 minutes delivery, massive category expansion, and fierce competition. The challenge was to build a brand presence that felt both urgent and trustworthy, converting first-time users while deepening loyalty with existing ones. Every creative asset needed to work hard: scroll-stopping on social, performance-driven in ads, and consistent across hundreds of in-app touchpoints.
I led art direction across digital campaigns, in-app visuals, performance ads, and print materials—ensuring a cohesive visual language while adapting to the speed and volume demands of a hyper-growth startup. Working closely with marketing, revenue, and operations teams, I developed creative systems that could be executed at scale without losing quality, distinctiveness, or brand coherence.
Through a bold, high-contrast visual language built around speed and convenience, I created a system of campaign assets that could flex across formats—social reels, static ads, OOH, and in-app—while maintaining brand consistency. The creative approach centred on immediacy: big typography, vivid product-forward imagery, and clear messaging hierarchies that communicated value in under two seconds. This directly supported Zepto's growth metrics, with creatives contributing to improved user acquisition, stronger engagement rates, and measurable conversion lifts across categories.
