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<ul><li>After Zomato’s Hrithik Roshan and Katrina Kaif ads drew mixed reactions on social media, it has now released a statement clarifying that the campaign was conceptualised 6 months ago.</li><li>The ads were called tone-deaf and Twitterati said that Zomato hired celebrities to divert the conversation around gig workers payouts and working conditions.</li><li>Zomato also said that it will soon upload a blog explaining how its delivery partners are fairly compensated for the work/time they put in.</li></ul>Zomato’s first-ever celebrity-led campaign has drawn mixed reactions on social media. Some declared that the campaign is creative, relatable and while a number of others said that it was released to simply control the damage caused by the controversial <keyword id="1725853" type="General" weightage="20" keywordseo="danish-sait" source="Orion">Danish Sait</keyword> video. <br /><br />Sait’s video drew flak from netizens for not depicting the realities of the profession, where he took on the roles of a Zomato delivery boy for a day in a bid to humanise the delivery personnel.<br />        <div type="Youtube" id="7zZmaO7s7oI" title="Zomato Delivery Partner for a day! Feat. Danish Sait 😍" thumbUrl="https://i.ytimg.com/vi/7zZmaO7s7oI/mqdefault.jpg"></div><br />However, Zomato has now released a statement on Twitter clarifying that the campaign featuring Katrina Kaif and Hrithik Roshan was conceptualised six months ago, ‘long before any social media chatter around gig worker payouts and working conditions.’<br /><div type="twitter" handle="zomato" handlename="zomato" image="http://pbs.twimg.com/profile_images/1100268333352525826/IkyIXuZ4_normal.png" favoritecount="450" retweetcount="50" status="The other side of the story... https://t.co/hNRj6TpK1X" createdat="1630325343000" id="1432314417954185220"></div><br />Conceptualised by <keyword id="137221" type="General" weightage="20" keywordseo="mccann-worldgroup-india" source="Orion">McCann Worldgroup India</keyword>, ‘Har Customer Hai Star’ Campaign aims to convey that all consumers hold an equally special place in Zomato’s heart. <br />        <div type="Youtube" id="PpNdfDM4xhc" title="Har Customer Hai Star! Ft. Katrina Kaif" thumbUrl="https://i.ytimg.com/vi/PpNdfDM4xhc/mqdefault.jpg"></div><br />        <div type="Youtube" id="dXirvvVXXWA" title="Har Customer Hai Star! Ft. Hrithik Roshan" thumbUrl="https://i.ytimg.com/vi/dXirvvVXXWA/mqdefault.jpg"></div><br />The campaign, however, was called ‘tone-deaf’ and some netizens said that Zomato hired celebrities to divert the conversation around gig worker payouts and working conditions. <br /><div type="twitter" handle="Sankul333" handlename="Sankul Sonawane" image="http://pbs.twimg.com/profile_images/1383428089355522054/Vu_UwRkU_normal.jpg" favoritecount="1320" retweetcount="218" status="Instead of paying celebrities big money for ads to whitewash their horrible treatment of delivery staff, Zomato can… https://t.co/DLJl3l5bH2" createdat="1630050634000" id="1431162207811760130"></div><br /><div type="twitter" handle="PoojaPrasanna4" handlename="Pooja Prasanna" image="http://pbs.twimg.com/profile_images/1346493523541991424/p_wv_ASJ_normal.jpg" favoritecount="14674" retweetcount="2929" status="I don't want my groceries delivered in 10 or 20 minutes. I would rather that the delivery person takes his time to… https://t.co/8iMDt22DiK" createdat="1630099304000" id="1431366344197349382"></div><br /><div type="twitter" handle="peeleraja" handlename="peeleraja" image="http://pbs.twimg.com/profile_images/1429447980587753472/rrCBxmjY_normal.jpg" favoritecount="548" retweetcount="63" status="This ad is such a self own. Zomato essentially boasting of how their drivers are under pressure to deliver, rain or… https://t.co/mrXEbC3n2o" createdat="1630048563000" id="1431153522490310658"></div><br />According to Zomato’s statement, here is what the foodtech platform intended to achieve through its campaign: <br /><br /><ul><li>Make delivery partners the hero of the ad</li><li>Highlight that we should talk respectfully to delivery partners (like Hrithik and Katrina do in the ad, and very few other people do)</li><li>Raise the level of dignity associated with a delivery’s partner’s job</li><li>Demonstrate with pride which most of our delivery partners serve our customers with</li><li>Last but not least, reiterate that every customer is a star for us and no less than Hrithik or Katrina</li></ul>Zomato’s statement further addresses various concerns pointed out by Twitter users and mentions that its Net Promoter Score (NPS) has been increased from -10% to 28%. It also said that it will soon upload a blog explaining how its delivery partners are fairly compensated for the work/time they put in.<br />

TV ads featuring Hrithik and Katrina were conceptualised 6 months ago: Clarifies Zomato after its campaign draws mixed reactions on social media

<ul><li>After a content partnership with <keyword id="1763217" type="General" weightage="20" keywordseo="osho-jain" source="Orion">Osho Jain</keyword>, <keyword id="110625" type="General" weightage="20" keywordseo="dominos" source="Orion">Dominos</keyword> has released another content piece with <keyword id="1725853" type="General" weightage="20" keywordseo="danish-sait" source="Orion">Danish Sait</keyword>.</li><li>Danish Sait promotes Domino’s <keyword id="11981641" type="General" weightage="20" keywordseo="cheesilicious" source="Orion">Cheesilicious</keyword> range of new pizzas.</li></ul>Domino’s India has partnered with Danish Sait, Comedian and Content Creator, to promote just how cheesy its pizzas are. <br /><br />Sait’s videos feature several comic characters and their conversations all played by Sait himself. Prominent ones include Jaya, Ramamurthy Avre and Gopi. The characters engage in a cheesy conversation because ‘you can never have too much cheese.’<br /><br />    <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />Through the partnership, India’s biggest pizza delivery chain, Domino’s, aims to promote its recently launched range of overloaded cheese pizzas, Cheesilicious, that includes a Dominator with 1 pound of cheese and 4 cheese pizza.<br />    <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />In the recent past, Domino's had partnered with Danish Sait to promote its unique Italian fusion, pasta pizza. <br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />

When Domino’s had a cheesy conversation with Danish Sait and his characters

<ul><li>Last week, we saw three pieces of <keyword id="987108" type="PERSON" weightage="20" keywordseo="content-marketing">content marketing</keyword> from CRED, <keyword id="6376241" type="ORGANIZATION" weightage="20" keywordseo="kfc">KFC</keyword> and Netflix that we think are good examples of how to use influencers right. </li><li>While other brands usually fit their product into a sketch, these pieces of content are refreshing to see as they prioritise the storyline and product placement fits into the narrative seamlessly. </li></ul>‘Content is king.’ We have heard this buzz phrase in almost every conference and award functions over the years. However, there are very few good instances of branded content that have stood out in the clutter and stayed with us for a long time. <br /><br />TVF’s Tripling was far ahead of its time. It was launched in 2016, when content marketing had just started getting some recognition in India, and is still referred to as a great case study in the industry for keeping the brand, Tiago, at the center of its narrative. The car had a character of its own. It moved forward with the series, surviving various ups and downs like others. <br /><br />We spotted three good examples last week that had all the ingredients it takes to create perfect content. From a few good examples in a year, to three good examples in a week, India’s content game is finally picking up. It reflects how far we have come. These pieces inform, entertain, stand-out and aren’t in-your-face. They are innovative and creative, that will stay with you for a long time for sure. <br /><br /><ol><li><strong>CRED and Rahul Subramaniam</strong></li></ol>Rahul Subramaniam cleverly integrated CRED, credit card payment app, into his famous ‘Building Uncles’ series, where he converses with his building uncles about one lockdown problem.<br /><br />Subramaniam caught up with his neighbor Kunal Shah, Founder of CRED, to discuss what the app is all about and mocked him for caring too much about their consumers by offering 100 CRED points for a Rs 100 credit card bill. Interestingly, Subramaniam only posted this video on LinkedIn and Shah also responded on this post, saying ‘I need to move out of my building.’ <br /><div type="javascript" title="Custom" contenttype="Video"><cdata><![CDATA[]]></cdata></div><br /><strong>2. </strong><strong>KFC and <keyword id="2088138" type="COMPANY" weightage="20" keywordseo="ScoopWhoop">ScoopWhoop</keyword>’s Akshay Nayar</strong><br /><br />Akshay Nayar, a budding <keyword id="2255176" type="PERSON" weightage="20" keywordseo="content-creator">content creator</keyword> at ScoopWhoop, is known for his witty, trendy, relatable three-liner songs. He tries to spot a consumer insight and turns it into songs that make you smile or miss good-old-days. Last week, in a paid partnership with ScoopWhoop, Akshay Nayar created a song called ‘Chicken Leg Piece’ for KFC. He sang about different consumer pain points like not being able to eat good food amid the lockdown, not being able to concentrate while meditating, attending annoying office video calls or exercising while dreaming of food. He ends the video by reminding consumers subtly that KFC is available to order. <br /><div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div><br /><strong>3. </strong><strong>Netflix and <keyword id="1725853" type="PERSON" weightage="20" keywordseo="Danish-Sait">Danish Sait</keyword></strong><br /><br />While Netflix’s Money Heist needs no promotion, Danish Sait, Comedian and Content Creator, brought a new, desi twist to this Spanish series. He showed us how Indians would react to Professor, the protagonist from Monest Heist, calling in a very candid conversation. While he was at it, Sait managed to plug-in another Netflix Original ‘Jamatra’ seamlessly into the narrative.<br /><br /><div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />

CRED, KFC and Netflix’s content marketing pieces are perfect examples of good influencer collaborations

<ul><li>Launches 3 unique ads on digital platforms for raising awareness on direct bank transfers using mobile number.</li><li>Showcases easy of Money Transfers from Paytm app at Zero charge, without the need for Wallet KYC.</li></ul>Paytm has launched 3 new ads on social media, as part of its new <em>#MoneyTransferHuaEasy</em> campaign to raise awareness of how instant money transfer through the Paytm app remains a quick, safe and easy way to directly send and receive money into one's Bank accounts. The films, targeted at millenials, highlight how by simply choosing the recipient's Mobile number, users can transfer money directly from their bank a/c at zero charge. Without the need for wallet KYC.<br /><br />The films feature internet sensations <keyword id="8944292" type="PERSON" weightage="20" keywordseo="saloni-gaur">Saloni Gaur</keyword>, Danish Sait and Paytm's very own, and the guy best known for Trivago's ads, <keyword id="193898" type="PERSON" weightage="20" keywordseo="Abhinav-Kumar">Abhinav Kumar</keyword>. <br /><br />     <div type="Youtube" id="oNUwQ7Zirfo" title="Money Transfer hua Easy! ft. Abhinav Kumar" thumbUrl="https://i.ytimg.com/vi/oNUwQ7Zirfo/mqdefault.jpg"></div><br />Prior to this, the company had launched multiple TV ads that had struck a chord with millions of Indians. While the public interest in the entire campaign has remained massive, certain scenes from the earlier ads have become especially popular due to the portrayal of episodes from everyday lives. These included a scene from an Indian wedding ceremony where the groom transfers money to his sister-in-law’s bank account by just using mobile number and in return, gets back his shoes from her, had a take on the popular Indian marriage tradition. Another scene of a young female tenant paying her rent through the Paytm app, to her landlord's shy son, also got major positive reviews.<br /><br />    <div type="Youtube" id="e2hjxPf0T4E" title="Money Transfer hua Easy! ft. Saloni Gaur" thumbUrl="https://i.ytimg.com/vi/e2hjxPf0T4E/mqdefault.jpg"></div><br />With the latest series of films, the company has now released 6 large scale entertaining films as part of its initiative to highlight the ease of making digital payments without the need of completing their Wallet KYC. Apart from the obvious benefits, users are also assured of sturdy security architecture, the best success rate for transactions in the industry and a chance to win assured cashbacks.<br /><br />    <div type="Youtube" id="6b0jFDTNGs0" title="Money Transfer hua Easy! ft. Danish Sait" thumbUrl="https://i.ytimg.com/vi/6b0jFDTNGs0/mqdefault.jpg"></div><br />Abhinav Kumar, Vice President at Paytm said, "Paytm remains committed to expanding the reach of affordable and easy to use technology, to every citizen. We believe that digital payments solutions are not only a great enabler in addressing daily challenges but also helps improve the quality of lives of our fellow countrymen. Consumers now have the option of instantly making payments directly from their Bank accounts, by simply entering the recipient’s mobile number on the Paytm App. No other steps such as Wallet KYC are required, while transaction charges are also absent. The new marketing campaign reflects that and is geared around taking forward this message to the consumers, making them aware of the digital payments options they have. It also aims to further promote our mission to increase seamless digital transactions across the country."<br />

You Searched For "Danish Sait" and got 4 results

TV ads featuring Hrithik and Katrina were conceptualised 6 months ago: Clarifies Zomato after its campaign draws mixed reactions on social media

Karuna Sharma

When Domino’s had a cheesy conversation with Danish Sait and his characters

BI India Partner

CRED, KFC and Netflix’s content marketing pieces are perfect examples of good influencer collaborations

Karuna Sharma

Trivago’s Abhinav Kumar features in his first Paytm ad

BI India Partner

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