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@tankots canceled his India ad budget and wrapped 100 autorickshaws in @wisprflow…

2026-08-07 · 17:34 UTC ·@tankots ·1 min read

Brief

Tankots killed his India ad budget and wrapped 100 autorickshaws in Wispr Flow branding across Bangalore; seven weeks later Zepto contacted them. Tankots forwarded the lead to India lead @findingnimo_, and @vasubhagat011 converted it into a birthday film, in-app placements reaching 20 million viewer-waits, and a year-long program with Zepto's top 100 leaders as part of Zepto's 5th birthday.

Why it matters

@tankots canceled his India ad budget and wrapped 100 autorickshaws in @wisprflow branding running laps around Bangalore; the campaign generated a response seven weeks later from @ZeptoNow.

Key details

  • @tankots forwarded Zepto's inquiry to India lead @findingnimo_; @vasubhagat011 turned it into a film featuring Zepto staff planning their 5th birthday, in-app placements reaching 20 million viewers, and a year-long program with Zepto's top 100 leaders.
  • The team initially believed rickshaw ads couldn’t scale or be attributed to sales, but the offline autorickshaw activation directly led to a partnership conversation with one of India’s fastest-growing companies.
Source evidence

i killed our india ad budget and wrapped 100 autorickshaws in @wisprflow branding, driving laps around bangalore.

seven weeks later, one of the fastest-growing companies in the country emailed us.

my team thought i'd lost it. rickshaws don't scale, and there's no way to attribute a sale to a vehicle sitting in traffic all day. we ran them anyway.

then the email came in. @ZeptoNow's partnerships team had seen the autos and wanted to talk.

the smartest thing i did was forward it to our india lead @findingnimo_.

seven weeks later, this is what @vasubhagat011 turned it into:

  • a film where zepto's own people plan their 5th birthday with wispr flow. dictating mid-air, flicking the phone across the conference room, nobody typing.

  • placements inside their app, on the screen twenty million people watch while they wait for their groceries.

  • zepto's top 100 leaders working with us for the next year.

zepto turns 5 this week, and their birthday got planned the way they run the company.

fast, and in flow.

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