They shipped an empty Amul butter pack — and the internet loved it
Tiny stunt, huge cultural fit. Zepto and Amul teamed up for a perfect little surprise: regular grocery orders that included the Amul butter cover box — but inside it was empty. Instead of butter there was a card that read: “oops, Maakhān Chor got here before you!”
If you’re not from India, Maakhān Chor (butter-thief) is a playful reference to young Krishna, who’s famous in folklore for stealing butter. The line immediately lands with lots of people — it’s a cheeky cultural wink, not just a product plug.
Why it worked
Cultural shorthand = instant emotion. The Krishna reference is familiar and nostalgic; people smile, not scroll away.
It turned a delivery channel into a marketing channel. Zepto didn’t just deliver groceries — they helped the brand tell a story.
Surprise + shareability. The empty box is a delightful moment for the customer (and an easy reel to make). People posted unboxing videos and the idea spread organically.
Grown-up brand play. Instead of a straight OOH or display ad, Amul used a playful, context-first activation that felt native to the moment of consumption (literally at the kitchen table).