New Delhi: Amidst a sea of fast-paced and often aggressive ads from Indian food and grocery delivery services, American brand DoorDash has opted for a different approach. Their new holiday campaign, “No One Has To Know,” focuses on the relatable struggle of last-minute gift shopping and delivers a dose of charm with its humorous and heartwarming tone.
The ads showcase various scenarios where DoorDash discreetly helps customers avoid embarrassment. In one, a father pretends to be a caroler to deliver headphones to his daughter, while in another, a delivery driver hides behind a bush to deliver a cake to a grandma who accidentally burned her own. These relatable situations resonate with viewers and highlight the convenience and discreet nature of DoorDash’s services.
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Created by Superette, DoorDash’s in-house creative studio, these heartwarming ads stand out from the typical short-form, fast-paced ads prevalent in the Indian market. By focusing on humor and relatability, DoorDash aims to leave a lasting impression on viewers and position itself as the preferred choice for last-minute deliveries throughout the year.
This campaign demonstrates a refreshing approach to advertising in the competitive food delivery space. Instead of relying on flashy visuals and aggressive messaging, DoorDash has chosen to connect with audiences on an emotional level, showcasing the human element of their service and emphasizing the importance of discreet and thoughtful gestures.
