Zepto Partners with Haldiram’s for Mithai Wars 2025 to Find India’s Favourite Sweet

India’s First Sweet Election Begins

This Diwali, Zepto is turning dessert into democracy. The quick commerce platform has partnered with iconic Indian brand Haldiram’s to launch Mithai Wars 2025, a one of a kind campaign that lets Indians vote for their favourite sweet in a fun, election themed contest. The campaign transforms every Zepto delivery into a festive experience where customers receive a surprise mithai box and a chance to cast their vote in India’s sweetest poll.

The idea is simple yet brilliant — every delivery between October 10 and 14 becomes a mini polling booth. Customers receive a mystery box of Haldiram’s sweets with no clue which mithai awaits them inside. Once unboxed, each sweet comes with its own humorous “manifesto,” urging customers to taste before they decide.

The Battle for India’s Favourite Mithai

This year’s contenders are four of the country’s most loved sweets — Soan Papdi, Kaju Katli, Peda, and Chana Burfi. Each represents a unique personality, from the comeback charm of Soan Papdi to the classic appeal of Kaju Katli, the traditional strength of Peda, and the homely warmth of Chana Burfi. Once customers enjoy their surprise mithai, they can vote through the Zepto app to help crown India’s ultimate festive favourite.

The concept builds on Zepto’s previous hit campaign, “Make Soan Papdi Great Again,” which went viral last year for giving the much teased Diwali sweet a redemption story. With Mithai Wars 2025, Zepto is taking the fun to a national level, mixing satire, nostalgia, and community participation into one festive celebration.

The Campaign Film and Cultural Twist

At the heart of Mithai Wars 2025 is an entertaining campaign film that reimagines India’s election season with sweets taking the campaign trail. Viewers will see mithais rallying crowds, plastering posters, and making emotional promises to voters. The film is a delightful blend of humour and festive cheer, capturing the chaos and charm of Indian celebrations.

Chandan Mendiratta, chief brand officer and chief culture officer at Zepto, said that the campaign reflects the brand’s spirit of creativity and connection. “Festivals in India are built on memories and traditions. With Mithai Wars, we took something every Indian loves and turned it into a shared celebration. After Soan Papdi’s redemption last year, we wanted to go bigger — four mithais, one crown, and a nation full of voters. It’s satire, it’s celebration, and it’s Zepto style festive madness,” he said.

A Festival Beyond the Screen

Mithai Wars 2025 is not limited to online buzz. Zepto is bringing the campaign to life through digital conversations, social media trends, and offline activations across cities. The goal is to make the sweet election spill out of phones and into homes, sparking friendly debates among families, friends, and colleagues over which mithai deserves to win.

The campaign celebrates not just sweets but also the sense of togetherness that defines Indian festivals. By combining Haldiram’s trusted flavours with Zepto’s delivery speed and humour led storytelling, Mithai Wars 2025 creates a fresh, culturally rooted way to connect with consumers.

A Celebration of Taste and Tradition

As Diwali approaches, Mithai Wars 2025 turns festive gifting into an experience that is interactive, nostalgic, and uniquely Indian. Whether it’s Soan Papdi seeking another comeback or Kaju Katli defending its crown, one thing is certain — this election will be the sweetest one yet.

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