BigBasket x Greenroom: Cracking Gen Z with Speed & Banter
The Challenge: Making Quick Commerce Work for Gen Z
Quick Commerce is fast, but Gen Z is faster. New-age players were dominating, setting expectations for instant everything. BigBasket? Seen as the OG of online groceries, but not the go-to for Gen Z’s impulse buys.
With 35% of Quick Commerce users being Gen Z, BigBasket needed to stop feeling like a “parent’s brand” and start showing up in Gen Z’s world—on their feeds, in their memes, and in their late-night snack runs.
Greenroom clocked something crucial: Gen Z doesn’t just buy, they vibe. If BigBasket wanted in, it needed to make them laugh first.
The Strategy: Want Now. Get Now.
Instead of making Gen Z care about grocery delivery, we made BigBasket a part of their daily chaos. The play:
Use humour as the hook—make speed funny, not just fast.
Turn influencers into content creators, not just brand mouthpieces.
Create a tagline that sticks—“Want Now. Get Now.” nailed the impatience of Gen Z culture.
The Execution: Right Faces, Right Feeds
Comedy-First Influencer Squad
Greenroom pulled in 25+ of the funniest content creators, each with their own unique take on BigBasket’s “last-minute life-saver” positioning. The brief? Make it hilarious. Make it relatable.
Entertainment > Ads
No hard sells, no forced brand plugs. Every piece of content was designed to feel native, shareable, and binge-worthy—so it spread on its own.Trend-Hacking for Maximum Reach
We rode meme culture, trending audio, and platform-specific formats, ensuring BigBasket felt part of the conversation, not an interruption.
The Impact
40% spike in conversions on performance ads
120M+ video views
14M+ engagements
60M+ reach
BigBasket held its ground in the Quick Commerce race
This wasn’t just about reach. BigBasket stopped feeling like an “old-school grocery app” and became a Gen Z favourite for last-minute shopping.
What This Proves
When influencer marketing is done right, it’s not just noise—it shifts brand perception.
Greenroom cracked the insight—Gen Z buys into humour before they buy a product.
We picked the right creators—authentic voices who knew how to entertain, not just sell.
We let them do what they do best—so the content felt real, not like an ad.
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