After making Soan Papdi a national sensation, Zepto returns this Diwali with a playful campaign where mithais campaign, voters decide, and festivities get a delicious twist
Bengaluru, October 6, 2025: After turning Soan Papdi into a viral comeback story last year, Zepto, one of India’s fastest-growing quick commerce platforms, is back this festive season with another uniquely Indian celebration — Mithai Wars 2025. Partnering with iconic sweets brand Haldiram’s, Zepto has launched the country’s first-ever mithai election, where beloved Indian sweets go head-to-head to win the title of “India’s Favourite Mithai.”
Running from October 10 to 14, every eligible Zepto delivery will double as a mini polling booth. Customers will receive a mystery mithai box from Haldiram’s — with no clue which “sweet candidate” they’ll get until unboxing. Each mithai comes with a witty manifesto urging users to “taste before they decide.” After sampling, customers can vote for their favourite contender directly on the Zepto app.
This year’s Mithai Wars features four popular sweets, each bringing its own personality and fan base:
Soan Papdi: The comeback king — underestimated but unstoppable.
Kaju Katli: The incumbent leader — refined, polished, and trusted.
Chana Burfi: The people pleaser — humble, accessible, and heartwarming.
Peda: The traditionalist — timeless, rooted, and respected across generations.
The heart of the campaign is a high-energy hero film that transforms India’s election fervor into a festival of sweets. With rallies, posters, slogans, and sugary promises, the film blends satire, nostalgia, and celebration — encapsulating the joyful chaos of Indian elections, but with mithai at the center.
Chandan Mendiratta, Chief Brand Officer and Chief Culture Officer, Zepto, said, “Festivals in India are defined as much by shared memories as by traditions. With Mithai Wars, we’ve taken something every Indian relates to — mithai — and added a fun, participative twist. After Soan Papdi’s redemption arc last year, we wanted to go bigger: four mithais, one crown, and a country full of voters. It’s satire, it’s celebration, and it’s exactly the kind of joyful chaos that makes Diwali what it is — only Zepto-style.”
With Mithai Wars 2025, Zepto once again proves that it’s more than a quick commerce platform — it’s a cultural catalyst, blending humour, nostalgia, and festive joy into every delivery.
This Diwali, whether your vote goes to Kaju Katli, Soan Papdi, Peda, or Chana Burfi, one thing’s certain — India’s sweetest conversations will happen on Zepto.
About Zepto:
Founded in 2021, Zepto is one of India’s fastest-growing quick commerce companies, known for its ultra-fast delivery and innovative marketing campaigns that merge culture with convenience. With a presence across major Indian cities, Zepto continues to redefine urban retail experiences with creativity and speed.
