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<ul><li>Zomato's ₹ 9,375 crore initial public offering (IPO) opens for subscription today.</li><li>We take a close look at Zomato’s marketing strategy, which has helped the brand grow leaps and bounds in 13 years and none of its success would have been possible without its witty campaigns.</li></ul>With the online food delivery market at the cusp of evolution, Zomato signs for its initial public offering (IPO) today. All eyes are on Zomato, afterall it is India’s first-ever foodtech brand to go public. The <keyword id="9029084" type="UNKNOWN" weightage="20" keywordseo="zomato-IPO">Zomato IPO</keyword> will also be the second largest share sale after the ₹ 10,355 crore IPO from SBI Cards and Payment Services last year. <br /><br />The huge buzz and anticipation reflected in this tweet by Zomato.<br /><br /><div type="twitter" handle="zomato" handlename="zomato" image="http://pbs.twimg.com/profile_images/1100268333352525826/IkyIXuZ4_normal.png" favoritecount="7644" retweetcount="513" status="mereko to aisa dhak dhak horela hai" createdat="1626233503000" id="1415151999713120261"></div><br />The global FoodTech giant that we know today, started as a small discovery and review platform Foodiebay in 2008 and today, it is a multinational company with its presence across 16 countries. <br /><br />Before launching Foodiebay, Zomato’s co-founder Deepinder Goyal had already experienced failure in this category with his earlier online food delivery platform named foodlet.com. He got together with Pankaj Chaddah, who left four years ago, and started Zomato. By the end of 2008, Zomato became Delhi’s largest online directory of restaurants. <br /><br />Zomato has grown leaps and bounds since 2008 and none of this would have been possible withouts its robust marketing strategy. It hasn’t just served us good food, it has also kept us well-entertained with its engaging marketing strategy across all platforms.<br /><br /><cmsannotation type="cmsannotation" annotationid="Twitter" text="Twitter"><span data-til="noop">Twitter</span></cmsannotation><br /><br />It has kept its messaging simple and relatable that often elicits a huge response from the audience. According to Talkwaker, Zomato’s Twitter account adopts a tone that is frivolous, witty and sometimes even counter intuitive. It often asks a question on Twitter to engage with its audience. <br /><br /><div type="twitter" handle="zomato" handlename="zomato" image="http://pbs.twimg.com/profile_images/1100268333352525826/IkyIXuZ4_normal.png" favoritecount="571" retweetcount="17" status="suggest a local dish from your area that everyone should try" createdat="1623912535000" id="1405417153130483714"></div><br />Today, it has 1.4 million followers on Twitter. With this one tweet, Zomato started a trend and many brands jumped onto the bandwagon. <br /><br /><div type="twitter" handle="zomatoin" handlename="zomato india" image="http://pbs.twimg.com/profile_images/1309450648287506432/Z0myUNLs_normal.jpg" favoritecount="19395" retweetcount="3680" status="Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye" createdat="1562143050000" id="1146337153674174465"></div><br />From PUBG’s ban to when Rashi-ben put an empty cooker on the Rasoda, Zomato’s always the first brand to be a part of social media trends.<br /><br /><div type="twitter" handle="zomatoin" handlename="zomato india" image="http://pbs.twimg.com/profile_images/1309450648287506432/Z0myUNLs_normal.jpg" favoritecount="16520" retweetcount="1477" status="khali cooker gas par chadhane se acha hai order hi kar lo" createdat="1598161603000" id="1297409918094344194"></div><br /><div type="twitter" handle="navdhad" handlename="ND" image="http://pbs.twimg.com/profile_images/1410995976618217472/USdeIJn0_normal.jpg" favoritecount="252" retweetcount="32" status="Someone sent me this and I can’t even. Well done @ZomatoIN. 😂😂 https://t.co/UI2P4L0bga" createdat="1599057108000" id="1301165938713059328"></div><br /><cmsannotation type="cmsannotation" annotationid="Zomato’s email marketing strategy" text="Zomato’s email marketing strategy"><span data-til="noop">Zomato’s email marketing strategy</span></cmsannotation><br /><br />Zomato’s marketing strategy is refreshing and relatable. It tries to leverage humour whenever, wherever possible. While email marketing seems like a dying phenomenon, Zomato has proven time and again that if you do it right, consumers click and order. <br /><br />Food-tech firm Zomato is known for its powerful visuals, bold colours and humour. It is that one brand whose emails you don’t want to unsubscribe to. <br /><br />Its email marketing is based on food insights and eating behaviour. During the lockdown, parents were quite skeptical about ordering food online. So, Zomato reached out to its mailer base with a smart, witty solution or cheat-sheet.<br />        <div type="image" title="zomato cheat sheet" msid="84435508" hostid="261"></div><br />Zomato once imagined what Biryani’s curriculum vitae would look like and won our hearts.<br />          <div type="image" title="Zomato biryani mailer" msid="84435494" hostid="261"></div><br />It often sends topical emails as well.<br />      <div type="image" title="zomato guddu bhaiya" msid="84435553" hostid="261"></div><br /><cmsannotation type="cmsannotation" annotationid="Zomato’s Out-of-home marketing" text="Zomato’s Out-of-home marketing"><span data-til="noop">Zomato’s Out-of-home marketing</span></cmsannotation><br /><br />Experts often say that pictures do well on billboards but Zomato has proved them wrong time and again. It always sticks to its brand colors and it is easy to spot a Zomato ad even between heavily crowded Mumbai streets from a distance away<br />                <div type="image" title="Zomato billboards" msid="84435408" hostid="261"></div><br />Even if you are<em> Indiranagar ka gunda, </em>you would stop your vehicle to read these billboards for a good laugh.<br /><br />                <div type="image" title="Zomatos-Outdoor-Ads-Are-Going-Viral-And-They-Are-Totally-Killing-It-1280x720" msid="84435389" hostid="261"></div><br />How to make you laugh and salivate at the same time? Zomato knows it well. <br />                <div type="image" title="best-zomato-ads-6" msid="84435414" hostid="261"></div><br /><cmsannotation type="cmsannotation" annotationid="Zomato’s best marketing campaigns" text="Zomato’s best marketing campaigns"><span data-til="noop">Zomato’s best marketing campaigns</span></cmsannotation><br /><br /><strong>When it turned a bad advertisement into one of the most talked-about marketing campaigns</strong><br /><br />In September 2020, after consumers felt tired of watching Zomato’s YouTube and TV ads, a few of them took to social media platforms to make fun of the brand for its Butter Chicken ad. However, Zomato took this criticism in its stride and came up with a rather smart idea that not only helped it come up with some fun campaign ideas, it also helped win brownie points with its consumers. <br /><br />The food-tech firm has admitted that its “YouTube ads suck!” and opened the floor for consumers to send in their entries for a creative ad. Apart from the novelty of the idea of crowdsourcing an ad, the fact that Zomato admitted that it is as tired of watching its Youtube ad as its consumer, made Zomato win a lot of hearts for its honesty. <br />                                        <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />Zomato also gave ₹25,00,000 to the winner of this marketing contest. <br /><br />                                        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />It isn’t just humour, Zomato knows how to bring about social change as well. On Women’s day in 2020, Zomato released an ad featuring PV Sindhu’s dad cooking. With the hashtag #SoWhatIfIDontCook, the brand celebrated women for their skills and work other than cooking, unlike that expected of an ‘ideal’ woman. It reminded the audience that cooking is a choice, not a woman’s ‘duty.’<br /><br />                                        <div type="Youtube" id="P_5g0Jp2x2c" title="Cooking is her choice, not her duty - Women's Day | Zomato" thumbUrl="https://i.ytimg.com/vi/P_5g0Jp2x2c/mqdefault.jpg"></div><br />It has also tried to keep its employees and delivery partners first with various campaigns. <br />                                        <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />Humour can be a powerful tool to get your point across and from various pop culture references to punning their way into our inboxes, Zomato has done it all.<br /><br /><em>*All images embedded in this article were downloaded from Zomato's Twitter handle*</em><br />

From Foodiebay to becoming India’s first FoodTech platform to sign up for IPO: Here’s how Zomato changed food marketing in India in 13 years

<br /><ul><li><strong>A four-year-old toddler thinks that if he messages his favourite things to <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword>, they might get it for him. <br /></strong></li><li><strong>Irshad Daftari, father of the little boy took to Twitter to share the innocence of his son, who asked food delivery major Zomato to send him toys and gifts.<br /></strong></li><li><strong>The company delivered a toy car for the kid along with the order.</strong></li></ul>A four-year-old toddler thinks that if he messages his favourite things to Zomato, they might get it for him. And, that’s exactly what the food delivery startup did. <br /><br />The internet has been so overwhelmed with the kid’s cuteness and Zomato’s surprise.<br /><br />Irshad Daftari, father of the little boy took to Twitter to share the innocence of his son, who asked food delivery major Zomato to send him toys and gifts. Soon after that, the company delivered the child’s dream by sending him a toy card along with the order.<br /><br />
	<div type="twitter" handle="daftari" handlename="Irshad Daftari" image="http://pbs.twimg.com/profile_images/1639915940/FB_snap_normal.jpg" favoritecount="2012" retweetcount="312" status="In other news, my 4 year old son thinks that if he messages Zomato with his fav things, they might deliver them to… https://t.co/URiy02gUJE" createdat="1565026129000" id="1158429666916487168"></div>



<br />
	<div type="twitter" handle="daftari" handlename="Irshad Daftari" image="http://pbs.twimg.com/profile_images/1639915940/FB_snap_normal.jpg" favoritecount="560" retweetcount="94" status="UPDATE: By special delivery from the good, nay, GREAT, people at @ZomatoIN the 4 year old has got the best surprise… https://t.co/7f87rk8NC9" createdat="1565103550000" id="1158754392423616513"></div>



<br />Equally excited, the Zomato’s official customer support said that “Making our Junior Super Foodie smile is what we aim for.” <br /><br />
	<div type="twitter" handle="zomatocare" handlename="Zomato Care" image="http://pbs.twimg.com/profile_images/1107961347134971906/fzmytTlo_normal.png" favoritecount="80" retweetcount="3" status="@daftari @ZomatoIN Making our Junior Super Foodie smile is what we aim for. ^SS #ZomaLove https://t.co/w72v7bHlLP" createdat="1565103953000" id="1158756082388353024"></div>



<br />This happened days after the company <a href="https://www.businessinsider.in/zomato-just-shut-up-a-bigoted-customer-in-less-than-ten-words/articleshow/70462499.cms">called out</a> a bigoted customer, saying that “Food doesn’t have a religion. It is a religion.” It was when a customer refused to take the order delivered by a delivery person from a certain religion.<br /><br />
	<div type="twitter" handle="ZomatoIN" handlename="Zomato India" image="http://pbs.twimg.com/profile_images/1100268694033391616/qBdO5jFu_normal.png" favoritecount="94473" retweetcount="29275" status="Food doesn’t have a religion. It is a religion. https://t.co/H8P5FlAw6y" createdat="1564549240000" id="1156429449258250240"></div>


<strong>
<br />See also:</strong><br /><a href="https://www.businessinsider.in/zomato-just-shut-up-a-bigoted-customer-in-less-than-ten-words/articleshow/70462499.cms">Zomato just shut up a bigoted customer in less than ten words</a><br /><br /><a href="https://www.businessinsider.in/zomato-offers-unlimited-food-and-drinks-via-infinity-dining-feature-for-gold-members/articleshow/70394671.cms">Zomato has a new plan for unlimited food and drinks in Delhi, Mumbai, and Bengaluru</a><br /><br /><a href="https://www.businessinsider.in/mcdonalds-india-same-store-sales-grow-in-the-times-of-zomato-and-swiggy/articleshow/70564950.cms">McDonald’s India franchisee explains why it gets more customers to its stores despite discounts and convenience of Zomato and Swiggy</a><br />

A four-year-old asks Zomato for toys and gets them and internet is loving it

<ul><li>In an interview with Business Insider, Gaurav Verma, Chief Marketing Officer, Brand at <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword>, spills the beans on how they brew <keyword id="3952661" type="PERSON" weightage="20" keywordseo="viral-posts">viral posts</keyword>. </li><li>Zomato with 1.4 million followers on Twitter (in just one handle), has been leading the social media game with its viral content.</li><li>Business Insider decodes what goes on behind the scenes of the virality.</li></ul>It was just another July afternoon, well until a tweet appeared on Zomato’s timeline – <em>Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye </em>(Guys, sometimes you should have home food too).<br /><br />Coming from a foodtech unicorn – valued at $2.6 billion at last count – which takes in millions of orders for home delivery from restaurants, the tweet went viral and invited several other leading brands – YouTube India, Amazon Prime, Fox Star,  Jio Saavn and many more – to join in. <br /><br />
<div type="image" title="IMG-20190708-WA0117" msid="70697105" hostid="261"></div>

<br /><br />The <a href="http://www.adageindia.in/digital/why-are-zomato-and-other-new-age-brands-anti-selling-on-twitter/articleshow/70132155.cms">‘anti-marketing’ post</a>, not only worked well – the sheer scale of its virality was surprising even for Zomato. “When we made that post, we were on our way to hit 500 cities with our food delivery services. And the order volumes were going through the roof. For us, the ‘ghar ka khana’ post was more of a pause to celebrate, and the tweet was just a reflection of what we felt was a good message to dwell on,” said Gaurav Verma, Chief Marketing Officer, Brand at Zomato. <br /><br />And that is exactly the secret of Zomato’s success on social media. <br /><br />There’s no one set formula or frequency that works on social media. The trick is to try relatable posts with an element of surprise. “In the last 6 months, their followers and engagement has doubled,” Verma said so much so that they had to change their internal metrics of evaluation. The food delivery service’s India handle now has 227K followers on Instagram, 1.4 million on Twitter, and 1.9 million on Facebook.<br /><br />In July 2019, Zomato tied up with Tiktok - an immensely popular platform for short videos, especially, in smaller cities and towns – to “<a href="https://www.businessinsider.in/zomato-and-tiktok-come-together-to-spread-the-message-on-food-wastage/articleshow/70174539.cms">spread the message on food wastage</a>.”. With just 582 followers in a month, the TikTok influence has been tepid so far.<br /><br /><strong>Life as it happens</strong><br /><br />A young team deliberates over social media posts everyday. There is no set pattern or strategy – just a bunch youngsters reflecting on life as it happens. “There’s no one brain churning out awesome ideas - it’s a small team of dedicated individuals who are keen on experimenting and close-knit enough to democratically work together,” said Verma.<br /><br />And it works. Almost every other week, a social media from Zomato post hits goes viral, whether it is a post about chai (tea) or memes on food. They are so effective even other brands, often, ride the wave. “This was an interesting development as brands wouldn't have proactively collaborated in such an unscripted or un-initiated banter, let’s say, two years ago. We did not expect other brands to join-in, but it was very warm of them to do so,” said Verma.<br /><br />Zomato’s building a case study for other brands to follow – everyday conversations can make a difference. “Our ideas tend to be relatable because they speak directly to the masses. So if you notice the language we use across our platforms, you’d find it very approachable. Our aim is to not always go viral but to stay relevant. And in most cases, this relatability factor drives the overall engagement,” shared Verma.<br /><br /><strong>Trigger happy trolls</strong><br /><br />However, it’s not always fun. Zomato recently <a href="https://www.businessinsider.in/zomato-just-shut-up-a-bigoted-customer-in-less-than-ten-words/articleshow/70462499.cms">shutdown a bigoted customer</a>, who refused to take an order from a delivery guy of a different religion. Zomato replied, “Food doesn’t have a religion. It is a religion”, while its co-founder and CEO Deepinder Goyal said he wasn’t sorry to let go of any business that comes in the way of their values. <br /><br />The team at Zomato decided to take a stand on the matter and strongly felt the need to respond in the way they did. <br /><br />The post got a slot in the primetime news television with debates on social media and even trolls making their way to Zomato’s social media. <br /><br />“If given a chance, would we have done things differently - absolutely not,” said Verma.<br /><br /><strong>See Also:</strong><br /><a href="https://www.businessinsider.in/some-of-zomatos-staff-are-protesting-saying-wont-deliver-beef-or-pork/articleshow/70636828.cms">Some of Zomato's staff are protesting saying "Won't deliver beef or pork"</a><br /><a href="https://www.businessinsider.in/zomato-ceo-deepinder-goyal-reveals-the-real-reason-for-the-howrah-protest/articleshow/70670087.cms">Zomato CEO reveals the real reason for the Howrah protest</a><br />

Zomato reveals its secret recipe that makes its social media posts go viral ever so often

<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>Zomato’s CEO <keyword id="476451" type="PERSON" weightage="20" keywordseo="Deepinder-Goyal">Deepinder Goyal</keyword> took to Twitter said this is a ‘wake up call’ for them and asked restaurant owners to stop the logout campaign.</li><li>Goyal asked restaurant owners to look at ways to reduce operating costs. </li><li>This angered restaurateurs on Twitter who mocked Goyal for his lack of understanding.</li></ul>Food aggregators in India who offer massive discounts on their platforms to lure customers are facing a problem. The National Restaurant Association of India (NRAI) launched the ‘logout’ movement last week claiming that the business practices of aggregators are unethical. <br /><br />A leading foodtech aggregator Zomato’s CEO Deepinder Goyal took to Twitter to address the issue, saying this is a “wake up call” for them to make things better with their restaurant partners, and asked them to stop the logout campaign. <br /><br />
	<div type="twitter" handle="deepigoyal" handlename="Deepinder Goyal" image="http://pbs.twimg.com/profile_images/980757579360972800/TWg-KSki_normal.jpg" favoritecount="913" retweetcount="166" status="Our thoughts on the restaurant industry’s stand against deep discounting –    1 - Zomato Gold has been a major hit,… https://t.co/yML7yJBgAg" createdat="1566053417000" id="1162738425729916929"></div>



<br />At the root of the problem lies the company’s hit offering – <keyword id="4299597" type="PERSON" weightage="20" keywordseo="Zomato-Gold">Zomato Gold</keyword>, which offers consumers avail of 1+1 on food and 2+2 on drinks. Zomato also launched the infinity dining feature, where users for a fixed cost can order everything off the menu. <br /><br />However, Goyal himself admitted that “bargain hunters have also joined Zomato Gold and they are hurting some segments of the restaurant industry very badly.” He also promised to modify Zomato Gold which will result in a win-win situation. <br /><br />But he also asked restaurateurs to do their part. He wrote, “I would also want to urge the restaurant industry to proactively look at ways to reduce operating costs, so that eating out becomes more affordable for consumers - our only objective here is to drive the growth of the restaurant industry.” <br /><br />His statement led to multiple restaurant owners ridicule him for not understanding the costs involved in running a restaurant. Most restaurant owners pointed out that it’s the massive discounts offered by food aggregators that is hurting the consumers. <br /><br />Noted restaurateur Riyaaz Amlani mocked the entrepreneur and wrote, “Visionary idea as usual! Maybe we can fire restaurant workers? Or put a gun on our landlord heads to reduce rent? Or buy inferior ingredients so that we can reduce costs, and offer lower prices to accommodate your vision. Why didn’t I think of this before?” <br />

Zomato CEO Deepinder Goyal responds to the ‘logout’ movement – restaurant owners mock him on Twitter

<br /> Twitter just got spiced up. One of the top start-ups <keyword id="830092" type="COMPANY" weightage="80" keywordseo="Zomato">Zomato</keyword>’s CEO Deepinder Goyal is in a war of words with his alma mater <keyword id="57604" type="CITY" weightage="80" keywordseo="iit-delhi">IIT Delhi</keyword> over campus placements. According to an ET report, Goyal had requested for a day one slot to recruit IIT Delhi students during the college’s placement sessions.<br />
<br />
“The placement officer told us our salary package was too low to be given the day-one slot," said Goyal, chief executive of online restaurant guide Zomato in the report. The company offered about Rs 16 lakh in annual compensation along with Employee Stock Options (ESOPs) worth Rs 10 lakh. <br />
<br />
However, the placement cell of the college did not seem to like the idea. The placement cell felt that the annual compensation offered by Zomato did not match up to the salaries offered by other companies.<br />
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Goyal tweeted, “Campus placements in India are broken. Placement cells optimise only for money. Growth, esops, quality of work is secondary.”<br />
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Interestingly, the company is competing with the likes of tech giants such as Google, Amazon, Adobe and Microsoft for recruitment of the best talents from country’s premier institutes. “Any company which has to compete for a slot has to match the cash salary offer. Zomato did not match the salary offer,” said A Madan, the college’s campus placement officer. This was quickly rebutted by Goyal on Twitter when he said, “Exactly our point. They don't understand ESOPs.”<br />
 <br />
(Image credit: Indiatimes)<br />

Know why Zomato’s Deepinder Goyal is lashing out at his alma
mater IIT Delhi on Twitter

Apologising for unintentionally hurting sentiments, restaurant aggregator <keyword id="830092" type="General" weightage="80" keywordseo="zomato" source="Orion">Zomato</keyword> on Thursday withdrew an ad after it came under fire for depicting the actor who played the Dalit character <keyword id="1339390" type="General" weightage="100" keywordseo="kachra" source="Orion">Kachra</keyword> in the film "<keyword id="20409" type="General" weightage="80" keywordseo="lagaan" source="Orion">Lagaan</keyword>" as items made of recycled waste. The ad, which draws a link between the character Kachra with 'kachra', the Hindi word for garbage, was aired on World Environment Day on June 5. <br /><br /> As ire grew and the ad came under attack on social media for being casteist, the company issued an apology from its official Twitter handle and said the intent was to "spread awareness about the potential of plastic waste and benefits of recycling in a humorous way". <br /><br /> "Unintentionally, we may have hurt the sentiments of certain communities and individuals. We have taken down the video," it said. <br /><br />The ad, aiming to show the food delivery company's recycling efforts, was termed "disgusting", "blatantly casteist", and "extremely insensitive" by netizens on Twitter. "Masaan" director <keyword id="1005369" type="General" weightage="50" keywordseo="neeraj-ghaywan" source="Orion">Neeraj Ghaywan</keyword>, filmmaker Madhurita Anand and Dalit historian Karunyakara Lella were among those who spoke out. <br /><br />In the nearly two-minute ad, actor Aditya Lakhia, who played the character in the 2001 hit film, is depicted as a lamp, paper, paperweight, watering can, and different types of jackets -- the accompanying text detailing how much recycled 'kachra' was used to make each item. <br /><br />The company in its now-deleted ad on YouTube also claimed it has "recycled 20 million kg of plastic kachra so far". <br /><br />"Zomato voluntarily recycles more than 100% of the plastic used to package orders, and keeps it out of landfills. This 20 million kg of plastic waste, recycled in FY 23 under our 100% plastic-neutral deliveries initiative, can be turned into many items of immense value. We believe in the power of recycling, and kachra - the best spinner in the entire British Raj - does as well," the description of the ad read. <br /><br />Discussing the controversial ad campaign, communications strategy consultant Karthik Srinivasan said Zomato did not think adequately about making the character perform "seemingly dehumanising and menial tasks". <br /><br />"There's a context to Kachra's character in 'Lagaan', and within the larger spectrum of commercial entertainment in India, on how castes are portrayed, and how Dalits, in particular, are portrayed or stereotyped. <br /><br />"Coming from that angle, to see the character perform seemingly dehumanising and menial tasks -- even if he is performing them figuratively, as 'waste' and not his Lagaan character per se -- made the ad seem very awkward," Srinivasan told PTI. <br /><br />He added that Zomato attempted to mine a "kind of sly humour" from the name for waste upcycling/recycling. <br /><br />The video was slammed online for its seemingly casteist overtones. <br /><br />"#Kachra from #Lagaan was one of the most dehumanised voiceless depictions of Dalits ever in cinema. @zomato has used the same character and made a repulsive #casteist commercial. A human stool? Are you serious? Extremely insensitive," Ghaywan wrote on Twitter. <br /><br />Filmmaker Madhurita Anand wrote in reply to Ghaywan's tweet: "That is just so offensive. One has to wonder who these people are who created the advert, approved it and put it online without once thinking about it." <br /><br /> Dalit historian and writer Karunyakara Lella also hit out at Zomato for its "Dalit phobic" advertisement. <br /><br />"Why #Zomato is insensitive to Dalit sentiments? Why it takes liberty to hurt Dalit life by humiliating Dalit Identity? #BoycottZomato for #DalitPhobic #casteracist advertisement," Lella wrote. <br /><br /> Another Twitter user, Sana Satpathy, said Zomato is "beyond disgusting" and its marketing head should be fired immediately. She used the hashtag #BoycottZomato and called for a public apology. <br /><br />The food delivery company has found itself on the wrong side of marketing in the past as well. <br /><br /> In 2017, an outdoor ad campaign in major cities including Delhi, Mumbai and Bengaluru showed Hindi expletives "MC, BC" as abbreviations for mac n' cheese and butter chicken. <br /><br /> The company later withdrew the ad after backlash on social media. <br /><br /> In 2022, Zomato pulled down an advertisement featuring actor Hrithik Roshan who was shown to be craving for a "thali" (food platter) in Ujjain so he ordered it from "Mahakal". <br /><br />Priests of the famous Mahakaleshwar temple in Madhya Pradesh objected, claiming that it offended Hindu sentiments and demanded its withdrawal. Madhya Pradesh Home Minister Narottam Mishra had issued directives to the police to look into the controversy. <br /><br />The company later apologised clarifying that the "Mahakal" reference was for a restaurant and not the temple. <br /><br /> The character Kachra in "Lagaan" is a polio-affected Dalit. When Aamir Khan's character Bhuvan insists on adding him to the cricket team - the central theme of the film -- after spotting his spinning skills, upper caste members openly reject the idea as he is an "untouchable". However, he ends up playing a crucial role in the cricket match.<br /><br /><strong>SEE ALSO:<br /><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/bajaj-finserv-after-twitterati-scream-foul-about-pesky-calls-rbi-says-will-look-into-it/articleshow/100849176.cms">After Twitterati screams foul about pesky calls, RBI says 'will look into it'</a><br /></strong><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/careers/news/hiring-in-india-slowed-down-by-7-in-may-foundit-report/articleshow/100848986.cms"><strong>Hiring in India slowed down by 7% in May: Foundit report</strong></a><br />

Zomato takes down ad depicting 'Lagaan' character Kachra as recycled waste items

<ul><li><keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> announced a 26-week paid <keyword id="1956710" type="PERSON" weightage="20" keywordseo="parental-leave">parental leave</keyword> for men, women and same-sex partners. </li><li>The benefits also extend to non-birthing parents, like those in the cases of surrogacy or adoption. </li><li>The new parents will also receive a $1,000 bonus per child.</li></ul>Indian foodtech unicorn Zomato has today announced an inclusive parental leave policy for new parents. <br /><br />Breaking barriers, the startup introduced a 26-week leave for both men and women and also non-birthing parents Including same-sex partners, surrogacy and adoption. <br /><br />Not just that, the startup has also announced a $1,000 bonus per child for new parents. The newly introduced policy also holds true for employees of Zomato who have had kids in the last six months. <br /><br />The financial benefits come in as primary-childcare costs have skyrocketed in India. Zomato founder, Deepinder Goyal took to Twitter to share the announcement. <br /><br />“One core issue that leads to fewer women leaders in organisations, the community, and the nation is the lack of universal paid parental leave. Currently, it is hard for women to lead a healthy family life and focus on their careers, leading to a lot of women leaving their jobs or putting their careers on the back burner. This results in a pressing lack of diversity across all levels of the organization, and needs to be solved proactively,” Goyal said in a blogpost. <br /><br />This comes as a welcome step in the Indian corporate setup, where even today only select companies offer a paid parental leave for men. To encourage the LGBTQ community at the workplace, it is extremely important to offer benefits for same-sex partners, a step that Zomato has rightly taken. <br /><br />Zomato which operates in 13 countries globally, is going to its parental leave policy take forward, there too. “For women across the globe (we have teams in 13 countries as we speak), we will be offering 26 weeks paid leave, or will follow the government mandated policy, whichever is more. We will be offering exactly the same benefits to men as well,” Goyal wrote. <br /><br />See Also:<br /><a href="https://www.businessinsider.in/ubers-ipo-filing-in-the-us-cites-ola-zomato-and-swiggy-as-threats-to-its-india-business/articleshow/68882407.cms">Uber’s IPO filing in the US cites Ola, Zomato, and Swiggy as threats to its India business</a><br />

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