Zepto Chief Brand Officer Chandan Mendiratta reimagined Spain’s New Year grape ritual for India, introducing “Good Luck Grapes” delivered in 10 minutes. Blending humour, culture, and convenience, the idea positioned Zepto as a facilitator of everyday rituals, celebrating hope, personal expression, and modern brand storytelling.
As the clock edged toward midnight on New Year’s Eve, a playful cultural ritual from Spain found an unlikely new home in India’s fast-paced quick-commerce universe. Chandan Mendiratta, Chief Brand Officer at Zepto, turned the centuries-old tradition of Las doce uvas de la suerte—eating 12 grapes at the 12 chimes of midnight for good luck—into a contemporary brand moment that blended folklore, humour, and the promise of instant delivery. The idea was disarmingly simple: if a ritual is about timing, anticipation, and hope, why shouldn’t it arrive in 10 minutes?
In Spain and parts of Latin America, the grape ritual is deeply symbolic. Each grape corresponds to a month of the coming year, with the act of eating them in rhythm with the clock believed to bring prosperity and fortune. Over time, popular belief added a romantic twist—eating the grapes under a table is said to attract love and guide one toward a soulmate. Mendiratta’s take on the tradition kept its essence intact while reimagining its setting. The table could be anywhere: under a dining table, on a bed, in a kitchen, or wherever one felt most themselves. The ritual, he suggested, belonged to the individual, not to rigid rules.
That flexibility mirrors the ethos Zepto has been building since its inception. In a category defined by speed and convenience, the company has increasingly leaned into moments of culture and emotion to differentiate itself. The “Good Luck Grapes” idea was not positioned as a grand campaign but as a light, human touchpoint—one that acknowledged the universality of hope at the start of a new year. Grapes, after all, are ordinary. What makes them special is the meaning people attach to them, especially at a moment when calendars turn and resolutions are quietly formed.
Mendiratta’s message resonated because it spoke in the language of modern optimism rather than lofty promises. “Have as many, manifest as much,” he wrote, wishing people success well beyond the ritual itself. The tone was warm, informal, and gently empowering, reflecting a shift in brand communication across India’s consumer-tech landscape. Increasingly, brands are stepping away from hard selling and toward storytelling that fits naturally into everyday life. In this case, the product—the grapes—was almost incidental. The experience and the emotion were the focus.
For Zepto, the timing was apt. Quick commerce has moved beyond being a pandemic-era convenience to an ingrained habit in urban India. With delivery windows shrinking to minutes, the question for companies is no longer just how fast they can deliver, but how meaningfully they can insert themselves into consumers’ lives. Festivals, sporting events, and cultural rituals have become fertile ground for this engagement. By anchoring the grape tradition to New Year’s Eve, Zepto positioned itself as a facilitator of celebration rather than merely a logistics platform.
The choice of a Spanish custom also reflected the increasingly global sensibilities of India’s urban consumers. Social media has flattened cultural boundaries, allowing traditions to travel and be reinterpreted with ease. What once belonged to a specific geography can now be adopted, adapted, and shared across continents. Mendiratta’s framing acknowledged this fluidity, inviting people to participate without demanding strict adherence. Whether one believed in luck, romance, or simply enjoyed the fun of the ritual was entirely up to them.
From a brand leadership perspective, the moment highlighted Mendiratta’s approach to marketing—one that prioritises cultural relevance and relatability over spectacle. As Chief Brand Officer, his role extends beyond campaigns to shaping how Zepto speaks, behaves, and shows up in moments that matter to consumers. The “Good Luck Grapes” concept demonstrated how even a small, everyday item could be elevated through context and creativity.
There was also an underlying message about accessibility. Traditionally, rituals require preparation—specific items sourced in advance, time set aside, and sometimes elaborate arrangements. By pointing out that the 12 grapes could be ordered in 10 minutes, Zepto subtly reinforced its core value proposition while lowering the barrier to participation. Luck, in this framing, was not reserved for the meticulously prepared; it was available on demand.
As India stepped into 2026, the sentiment struck a chord. The past few years have been marked by uncertainty, making rituals of hope more meaningful than ever. Consumers are drawn to moments that allow them to pause, reflect, and reset, even if briefly. A handful of grapes eaten at midnight may not change the course of a year, but the act of intention—of wishing for something better—holds its own quiet power.
The informal encouragement to perform the ritual “wherever” one felt comfortable also spoke to changing notions of tradition. Younger audiences, in particular, are less interested in rigid prescriptions and more inclined toward personal interpretation. By embracing this mindset, Zepto aligned itself with a generation that values authenticity and self-expression. The brand did not dictate how the ritual should be performed; it simply enabled it.
In the crowded quick-commerce space, such moments of levity and cultural connection can be as important as operational excellence. Speed and reliability are expected; emotional resonance is what builds loyalty. Mendiratta’s New Year message functioned as a reminder that brands, at their best, can participate in life’s small joys without overshadowing them.
As the year unfolds, the “Good Luck Grapes” may well fade into memory, replaced by the next campaign or cultural moment. But its significance lies in what it represents: a shift toward branding that is playful, culturally aware, and human at its core. In inviting people to eat 12 grapes, make a wish, and believe—if only for a moment—Zepto positioned itself not just as a service, but as a companion to everyday rituals.
In the end, the message was less about luck and more about possibility. Whether under a table, on a bed, or standing in a kitchen as the clock struck twelve, people were encouraged to hope freely and manifest boldly. And if those grapes arrived at their doorstep in 10 minutes, so much the better.
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