Zomato has become a part of our weekends and every special occasion. Whenever you get cravings for something special to eat, your mind and hand automatically go to the Zomato app. Zomato is also very active on social media platforms. It has created its unique brand voice on social media platforms, through its funny and humorous ads.
Zomato is well-known for coming up with new and unique ideas for marketing. Everyone remembered how Zomato leaked their team chat during July as a part of the no cooking July campaign. Once again, Zomato’s ad is making a lot of buzz on the social media platform. However, the response that Zomato’s new video ad featuring celebrities provoked is not all sweet and sugars, but a little bitter.
Zomato’s new video ad has backfired and is being criticized for whitewashing delivery boy troubles in the video. If you’re thinking about what went wrong with the new video, then read on.
The new ad campaign “Har Customer hai star” featuring several big shots like Hrithik Roshan and Katrina Kaif has been released lately. The ad features a Zomato delivery boy delivering food to these actors. In the Hrithik Roshan video, he even praised the delivery boy for his hard work and asked the delivery boy for a selfie. Up until this point, the video feels good and heart whelming, but what comes next will disappoint you.
When Hrithik Roshan gets inside the home to bring his mobile phone, the delivery boy gets a new order. So to deliver on time, they just leave from there to deliver the next order. A similar thing happens in the video featuring Katrina Kaif. Where she asks the delivery boy to hold on and goes inside to bring a piece of cake. But the delivery boy has to leave because of the next order.
Zomato’s intention was to highlight the issue that they deliver the food on time. But the entire video gives off a different meaning. The ad tries to glorify the fact that they deliver boys don’t get a minute break.
The only thing impressive about this ad is that Zomato’s delivery boys honor their duty rather than spending a few moments with their beloved stars. The ad became a hot topic for a while as everyone criticized Zomato about their inhuman working hours and sugar coating the reality of delivery boys. The video ad came at a point where Zomato is having a hard time dealing with delivery boys’ rage on social media platforms.
Several delivery boys on social media platforms have complained about Zomato’s long working hours, poor incentives for delivery boys, and low pay. The concern about these issues has been circling around the Internet for a while. Many informed that, unlike the latest ad, real-life delivery boys are that much excited. In fact, they don’t even get breaks in between.
They go on delivering the next orders not because they want to, but they have to. Because if they get late or miss the order, then they will get penalized for that. They may even lose their income for being late. Several even commented that instead of paying big celebrities for endorsement, Zomato should have raised the incentives of delivery boys.
