Dunzo’s LightGayiKya campaign asks can power cuts be fun?
Dunzo, the leading on-demand delivery platform, is set to change the way customers experience power cuts with its latest quirky campaign - LightGayiKya. Taking a bold step into uncharted territory, Dunzo’s campaign will transform power outages into opportunities for its customers to enjoy exclusive offers and make the most of their downtime.
As part of this campaign, Dunzo will introduce a special coupon code during power cuts, allowing customers to access exciting discounts on their favorite products. The aim is to turn an inconvenience into a fun and rewarding experience for Dunzo customers.
"We are a brand that’s focused on bringing convenience to people and finding ways to make life easier and more fun. If there’s one major inconvenience we’ve all experienced, it’s the pain of power cuts! We used this insight to craft our ‘Lightgayikya’ campaign. Whenever we face a power cut, our first instinct is to wish for the power to come back soon. While that’s something we can’t solve, we’ve found a way to lessen the inconvenience and cheer people up by giving them a special coupon to shop on Dunzo Daily during a power cut," said Tanveer Khan, GM, Brand and Marketing, Dunzo.
This first-of-its-kind campaign is perfectly in sync with Dunzo’s brand voice - playful, tongue-in-cheek, always finding innovative ways to use traditional marketing tools - in this case, coupons, and of course, giving customers an exciting payoff.
A lot of BTS prep has gone into getting this campaign off the ground. Data on power cuts is not easily available. So Dunzo will crowdsource this information from customers facing power outages, and roll out special coupons and offers in real-time. Customers will also get to have some fun by sharing photos of them killing time when the lights go off - from scrolling on Dunzo Daily, reaching for food in the fridge, sitting in candle-lit rooms or turning newspapers and magazines into make-shift fans! By adding an element of excitement and surprise to power cuts, Dunzo aims to bring a fresh perspective to an everyday occurrence, making it memorable and rewarding.
The campaign will pilot in Bangalore and Pune, and then expand to all Dunzo customers across cities. With this initiative, Dunzo continues to reaffirm its position as a customer-centric brand that constantly seeks innovative ways to engage and delight its users.