Britannia goes ‘Ting Ting Ti-Ding’ on Zepto marking a first

By now it has become almost a cliché to say that FMCG are going all out on Quick Commerce to get closer to their customers and engage them better.  In the latest move, 

Britannia Industries has announced that in a what it calls “first-of-its-kind collaboration” with Zepto, the brand has added a fun, interactive twist to shopping. Now, every time a customer add a Britannia product to their cart, they will the brand’s iconic ‘Ting Ting Ti-Ding.’

This is the first time a brand and a quick-commerce platform have integrated sound to create a haptic shopping experience.  

“As online shopping becomes the preferred choice for many consumers, this collaboration with Zepto reflects Britannia’s commitment to bringing delight to consumers and delivering novel experiences in a simple yet meaningful way. The iconic sonic signature integration turns a regular shopping moment into something more engaging, making each purchase a little more memorable,” says the company statement.

Amit Doshi, Chief Marketing Officer, Britannia Industries, said, “We are constantly exploring new ways to engage with our consumers and make their experience with Britannia a little more personal. Integrating our iconic sonic signature into the online shopping experience on Zepto is just one such initiative. Over the years, we’ve used ‘Ting Ting Ti-Ding’ in creative ways, whether it’s having celebrities voice it or even featuring it in print ads. It’s an iconic sonic signature that brings a smile to our consumers, and we’re always looking for new and surprising touchpoints to introduce it. This partnership with Zepto allows us to bring that familiar joy into the digital shopping space in an engaging, modern way that resonates with today’s consumers.”

“We're thrilled to bring a touch of nostalgia and excitement to online shopping with Britannia’s iconic ‘Ting Ting Ti-Ding’ sonic signature and I thank our sellers for having enabled this. This first-of-its-kind sound integration makes every Britannia purchase on the Zepto platform more than just a transaction—it’s an experience. It’s about transforming everyday moments into something memorable, and Zepto is proud to collaborate with Britannia to make this innovation happen," added Chandan Mendiratta, Chief Brand Officer, Zepto.