India's quick commerce apps are once again showcasing their sense of humour—this time with a cheeky nod to the appraisal season blues. In a viral moment that’s delighting social media users, a marketing professional discovered that typing "appraisal" into the Zepto app brings up an amusingly literal result: peanuts.
"Brands are so good at moment marketing. When you search 'appraisal' on @ZeptoNow, you find peanuts! That's crazy, no?" posted X user Harshita, who shared a screenshot showing peanut snacks as the top search results. She clarified that it wasn’t a promotional post—just a spontaneous observation from a curious marketer during a casual holiday scroll.
The humorous twist, seen by many as a sharp and timely take on the often-underwhelming appraisal season, quickly gained traction online. Other users soon joined in, sharing similar screenshots and tagging their favourite quick commerce apps.
It turns out Zepto isn't the only one in on the joke. A search for "appraisal" on Swiggy Instamart brings up peanuts as well, while Blinkit goes even further by suggesting peanut chikki and, oddly enough, kitchen utensils.
While none of the platforms have formally confirmed whether this is a coordinated marketing campaign or simply a well-timed coincidence, Zepto had previously hinted at the theme. In a recent Instagram reel, the company featured two delivery agents walking into an office carrying butter and peanuts—a playful reference to the age-old idiom that buttering up your boss might still only get you peanuts.
Planned or not, the clever gag has clearly struck a chord. One user commented, “Post appraisal effect.” Another said, “Marketing is insane these days.” A third summed it up as “Moment marketing at its best.”
The lighthearted prank underscores the rising trend of brands using real-time humour to stay relevant and connect with audiences—especially during culturally resonant moments like appraisal season.
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