Anupam Mittal reacts to 'cute collab' between Shaadi.com and Zepto. Read post

“Who would have expected a crossover between love and 10-minute delivery,” Shaadi.com CEO Anupam Mittal exclaimed in a post after a creative collaboration between his matrimonial platform and quick-commerce startup Zepto went viral. Manyavar in 10 minutes.” Positioned right next to it, Shaadi.com’s witty response read: “Var chahiye? Will take more than 10 minutes.” Appreciating the “cute collab”, Mittal said in his LinkedIn post: “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. 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.” Emphasising that brands are not just products or services but conversation starters, Mittal added, ”Used to be that your Brand was what you told your customer about it i.e.