Zepto has rolled out a campaign, 'Mithai Wars', for the upcoming Diwali season. 

Last year, during Diwali, the q-comm brand rolled out a 'Make Soan Papdi Great Again'. This year, yet again, it has brought back this comeback narrative in partnership with Haldiram's.

The film kicks off India’s first-ever mithai election, where beloved sweets go head-to-head for the crown of India’s Favourite Mithai. Two iconic contenders take centre stage, team Kaju Katli and Soan Papdi, each rallying for the nation’s sweet spot. The story wraps with a Zepto delivery executive revealing the twist: this Diwali, every Zepto order comes with a special Haldiram’s Mithai Wars box featuring both Kaju Katli and Soan Papdi. The choice, and the vote, is on the customer and they can debate and cast their vote by 14 October, to decide which mithai rules India’s festive season.

What we think about it: Builds cleverly on last year’s Soan Papdi redemption arc, turning festive nostalgia into a playful cultural event that feels both smart and self-aware. But while the concept is fresh, the film could have pushed the satire and storytelling a notch higher.

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. We thank our sellers for enabling this. 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.”