How Dunzo’s marketing strategy strikes a balance between consumer love & brand integrity

Dunzo has experienced remarkable growth by expanding its services to meet various delivery needs, gaining significant popularity. To maintain this growth, Dunzo adapted its communication strategy to build an emotionally resonant brand. Dunzo created relatable, empathetic, and trustworthy messaging that connected with their target audience. By delivering on their core promise of quick grocery delivery, alongside curating appealing content, the brand struck a balance that contributed to its ongoing success in the competitive on-demand delivery market.

The company’s adept use of moment marketing on social media, particularly Instagram, further demonstrates their growth and evolving communication strategy. Dunzo engages its audience through timely and relevant content, capitalising on trending topics, events, and pop culture moments. This dynamic and agile approach keeps Dunzo at the forefront of consumers’ minds, fostering a strong online presence and fueling their continued growth.

In an exclusive conversation with Adgully, Tanveer Khan, GM - Brand & Marketing, Dunzo, speaks at length about maintaining Dunzo’s brand presence in the cluttered on demand delivery space, how their marketing strategy is a mix of what people love and the core of their brand and much more…

Dunzo has gained significant popularity in the on-demand delivery space. Speaking on the marketing strategies that have been crucial in establishing and maintaining Dunzo’s brand presence, Tanveer Khan said, “When we were building Dunzo, we were very clear that we wanted to build a brand that everybody could touch, feel and relate to, and a brand that you always looked up to, a brand that you could trust, a brand that was empathetic in nature and the brand that could always bring a smile on your face.”

He further said that from the core of it, Dunzo always wanted to build that brand and that is was there on the journey. “I don’t know how much we have achieved, but every morning when we wake up, I think that’s our goal.”

When asked about Dunzo’s brand messaging and how it effectively reaches and resonates with the right target audience, Khan replied, “There are brainstorming sessions, a lot of debates, and a lot of disagreements that happens, but at the core of it, what we try to solve is that we keep the brand in our communications intact. As a brand, we deliver groceries to consumers’ homes in a span of approximately 20 minutes, so that’s our core brand offering.” In terms of content that people love to see, he added, “What we try to offer is a mix amalgamation of these two put together, in the best art and content form to a consumer.”

On the factors that Dunzo considers when developing the marketing campaigns, “There are different wheels that we want to give to our consumer – the content has to be relatable and share worthy, it is something that makes you feel nicer and happier about it. At the crux of it, you’re still seeing the brand Dunzo, who is selling groceries to you.”

“We try to get a balance of what as a brand we service and at the same time what content our consumer will like in a scenario that we stay in and we somehow try to get balance. Sometimes we fail drastically, I’m open to admit that, but most of the time I think we are successful in terms of delivering what we want to deliver,” he said.

These are excerpts from a video interaction. For the complete conversation, watch below: