Shaadi.com CEO Anupam Mittal Says Brands Have Learnt How to Coexist

In a LinkedIn post, Anupam Mittal recently shared a wisely curated promotional collaboration between quick commerce leader Zepto and matrimonial platform Shaadi.com. The Shaadi.com CEO wrote, “Who would have expected a crossover between love and 10-minute delivery?”

"Cute collab" between Zepto & Shaadi.com

The shared marketing campaign included side-by-side taglines for Zepto and Shaadi.com.

For the quick commerce platform, it read: “manyavar chahiye? Manyavar in 10 minutes”. 

For the matrimonial portal, it read: “var chahiye? Will take more than 10 minutes.”

The Shaadi.com CEO further wrote, “For decades, brands operated in isolation, fiercely protective of their lanes and any collaboration meant approaching the partnership with suspicion, a win-lose approach and months of planning.”

“Today, they’re co-creating more than ever 🤝 Social Media with the immediacy it lends, shorter content life-spans, topical orientation and a need to engage audiences is driving brands to be more creative than ever and with AI I expect this trend to further accelerate,” he added. 

The witty marketing collaboration amazed netizens who immediately showered comments on Mittal’s post. 

Mittal rightly said that the brands are fast evolving and so are branding strategies. He said, “Brands are no longer just products or services, they are conversation starters.  Used to be that your Brand was what you told your customer about it i.e. the primary job was communicating.”

The angel investor and Shark Tank India judge explained, “Today, brands are what your customers are saying about you which shifts the role to entertaining, engaging, and then educating.”

He clarified, “Marketers who embrace this new role, show the courage to give up complete control & co-own their brands with their customers will be the new stars by the end of this decade.” 

You can read Anupam Mittal's post here.

A LinkedIn user commented, "Today the brands have accepted that they can co-exist while keeping the fun element alive."

Another remarked, "This collab is indeed a match made in marketing heaven! 🧡

The Zepto & Shaadi partnership perfectly demonstrates how brands are breaking traditional silos to embrace agility and creativity."

A third user said, "This collaboration is such a refreshing take, Anupam! 😄 It’s amazing to see brands step out of their boxes and create something fun together. Love how you highlight the shift in marketing dynamics. Exciting times ahead! 🎉"

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