In a playful twist as surprising as discovering Soan Papdi tucked away in the back of the snack drawer, Zepto has named this iconic Diwali sweet as its official “Comeback Officer” (CBO). Known for delivering essentials at lightning speed, Zepto is on a mission to revive Soan Papdi’s reputation and boldly make it “Great Again.”
Embracing the sweet’s quirky legacy, Zepto’s latest campaign humorously encourages people to rethink the tradition of regifting Soan Papdi. After all, who can truly resist its flaky, melt-in-your-mouth charm? The campaign film narrates the amusing journey of Soan Papdi—from its infamous status of being passed around from one household to another, to its triumphant resurgence under Zepto’s care. Through this light-hearted celebration, Zepto is bringing the once-overlooked treat back into the spotlight, urging everyone to appreciate its sweet appeal.
“Soan Papdi is more than just a sweet. It’s a symbol of Indian festivities, an enduring part of the celebrations,” said Chandan Mendiratta, chief brand officer at Zepto. “This Diwali, our sellers are excited to shine a light on its charm and give it the love it deserves—along with a little help from our delivery network. I thank our sellers for enabling this campaign.”
Born in the heart of India’s bustling sweet shops, Soan Papdi started its career as a humble blend of gram flour, sugar, and ghee. Rising through the ranks of India’s dessert culture, it quickly became a fixture at family gatherings, sharing the table with countless other sweets. Over time, Soan Papdi earned a unique status as the one sweet that everyone seemed to have, but no one quite knew how it got there.
As Diwali became synonymous with gifting, Soan Papdi found itself in a curious position—adored by some, yet passed along by many. It was memed, laughed about, and at times, seemed to lose its way as it moved from one family to the next. Being in high demand is tough; the sweet’s purpose became blurred, leading to an existential crisis. Despite this, Soan Papdi persisted, making appearances at homes across India, even when it wasn’t invited. It has been the sweet that just kept going, spreading cheer with each passing box.
Now, Soan Papdi is stepping into a new role as Zepto’s comeback officer, determined to reclaim its place as a beloved Diwali treat. The brand has also posted about the appointment on LinkedIn.
Supported by Zepto’s campaign, “Make Soan Papdi Great Again,” it’s ready for a fresh start, aiming to transform from a regifting staple into a celebrated symbol of Diwali joy. After all, some classics never go out of style—they just need a little help finding their way back into our hearts.
With “Make Soan Papdi Great Again,” sellers on Zepto platform are delivering more than just a sweet— they are delivering a tradition, a memory, and a chance to bring people together. From October 18 to October 20, Soan Papdi will be available as a free gift with eligible purchases with the sellers, letting it grace every celebration and reclaim its rightful place in Diwali festivities.
