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Online food delivery platform <keyword id="830092" type="General" weightage="100" keywordseo="zomato" source="Orion">Zomato</keyword> on Wednesday said it will deliver fresh homely meals crafted by real home chefs at affordable prices. Zomato Everyday is currently available in select areas of Gurugram only, with fresh meals starting at only Rs 89. In its Q3 FY23 results, Zomato had said it was working on remodelling the <keyword id="13431191" type="General" weightage="50" keywordseo="zomato-instant" source="Orion">Zomato Instant</keyword> service to focus on offering its customers home-style cooked meals at affordable prices (will be called Zomato Everyday). "Experience the comfort of affordable homely meals delivered to your doorsteps. With menus designed by real home chefs, we hope this reminds you a little of your home," said <keyword id="476451" type="General" weightage="50" keywordseo="deepinder-goyal" source="Orion">Deepinder Goyal</keyword>, <keyword id="3378387" type="General" weightage="50" keywordseo="zomato-founder" source="Orion">Zomato Founder</keyword> and CEO. The food partners will collaborate with the home chefs to serve wholesome food. "Simply browse the menu, customise your meal, and have hot and tasty food delivered right to your doorstep within minutes," said the company. According to Zomato, this is a large opportunity in a market like India and is relatively untapped currently. The company in January launched a brand-new membership programme called <keyword id="4299597" type="General" weightage="50" keywordseo="zomato-gold" source="Orion">Zomato Gold</keyword>. The key highlight of Zomato Gold is the 'On Time Guarantee'. Gold members also get priority access to more restaurants during peak times and offer from a number of restaurants on both delivery and dining out. "We have also made our intercity delivery from legendary restaurants (called Intercity Legends) exclusively available to Gold members," according to Zomato. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/nse-extends-trading-hours-for-interest-rate-derivatives/articleshow/98144857.cms">NSE extends trading hours for interest rate derivatives</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/adani-power-calls-off-70-2-billion-coal-plant-acquisition-briefs-stock-exchanges/articleshow/98146537.cms">Adani Power calls off ₹70.2-billion coal plant acquisition, briefs stock exchanges</a>

Zomato launches home-style cooked meal delivery service, starts ₹89

<ul><li><keyword id="12724311" type="General" weightage="100" keywordseo="blinkit" source="Orion">Blinkit</keyword> on Thursday announced to deliver printouts.</li><li>The service will be available in some areas under the pilot before a wider rollout takes place.</li><li>Blinkit was acquired by <keyword id="830092" type="General" weightage="80" keywordseo="zomato" source="Orion">Zomato</keyword> for ₹4,447 crore.</li></ul>Zomato-owned Blinkit on Thursday announced to deliver printouts at your doorsteps in 11 minutes, a move that will be useful for parents and working professionals alike. The 10-minute delivery platform, acquired by Zomato for ₹4,447 crore (about $568 million) sand the curreny facility is available in some areas now. "Have never had a printer at home and getting it from cyber cafe or library or neighbours or offices has always been cumbersome specially when it's needed at the point of approaching deadlines," said Jitesh Goel, Product at Blinkit. "This should be really useful specially at the rates it is available at. You just have to upload the file and we will deliver it to you in minutes. And we will delete the uploaded file after delivery. Do try it out and share your feedback," he said in a LinkedIn post. The new service on the platform arrives as Zomato is set to experiment with cross leveraging its customers base for Blinkit and vice versa. "We will also start working on integrating the delivery fleet back-ends which should drive higher delivery efficiency over time," Zomato Founder and CEO Deepinder Goyal said recently. Tech integrations between the two companies will accelerate the pace of progress at both ends, he added. According to the company, the losses for Blinkit are coming down every month -- from ₹2,040 million (about $26 million) in January 2022 to ₹929 million ($12 million) in July. The company said that Blinkit has also shut down a number of unviable dark stores, which were not scaling and the team will continue to evaluate non-performing stores. In just six months, the Blinkit business has scaled to 20 per cent of Zomato's food delivery GOV while being present in less than 15 cities. SEE ALSO: <a href="https://www.businessinsider.in/business/news/iit-bombay-and-jsw-group-to-establish-a-technology-hub-for-steel-manufacturing/articleshow/93642574.cms">IIT Bombay and JSW Group to establish a technology hub for steel manufacturing</a> <a href="https://www.businessinsider.in/business/auto/news/indians-are-buying-more-pre-owned-cars-scorpio-fortuner-among-the-top-picks/articleshow/93619467.cms">Indians are buying more pre-owned cars: Scorpio, Fortuner among the top picks</a>

Zomato’s quick commerce app Blinkit to deliver printouts at your doorsteps in 11 Minutes

Following the success of hosting <keyword id="6354427" type="General" weightage="50" keywordseo="apple" source="Orion">Apple</keyword> <keyword id="6354606" type="General" weightage="80" keywordseo="iphone" source="Orion">iPhone</keyword> 14 and iPhone 14 Pro on the platform last year, Zomato-owned quick grocery delivery platform <keyword id="12724311" type="General" weightage="20" keywordseo="blinkit" source="Orion">Blinkit</keyword> on Friday said that they again partnered with Unicorn, Apple premium reseller to deliver the latest 'Make-in-India' iPhone 15 and iPhone 15 Plus at your doorsteps if you live in Delhi NCR, Mumbai, Pune and Bengaluru. iPhone 15 and iPhone 15 Plus are now officially going on sale in India, including on the Blinkit platform. Blinkit customers will be able to avail no-cost EMI, low-cost EMI and cashback up to Rs 5,000 on eligible HDFC cards. "This unique association is global first and we are certain this will lead to pure joy for our customers who appreciate the convenience of getting highly anticipated products delivered to their doorstep, almost instantly," Albinder Dhindsa, Co-Founder and CEO of Blinkit, said in a statement. Dhindsa also shared the development on X, adding "Super proud of the platform that can put the new iPhone in your hands on launch day in 10 minutes!". Available in 6.1-inch and 6.7-inch display sizes, iPhone 15 and iPhone 15 Plus are available in pink, yellow, green, blue, and black finishes in 128GB, 256GB, and 512GB storage capacities, starting at Rs 79,900 and Rs 89,900, respectively. --IANS shs/prw

Blinkit starts home delivery of 'Make-in-India' iPhone 15, 15 Plus

<ul><li><keyword id="830092" type="General" weightage="100" keywordseo="zomato" source="Orion">Zomato</keyword> has relaunched its Gold loyalty program, offering discounts and special access to subscribers.</li><li>Gold subscribers will get free deliveries and up to 30% discount on food deliveries.</li><li>The company has also announced up to 40% discount for dining.</li></ul>Popular food delivery app Zomato has relaunched its Gold loyalty program, replacing the company’s “Pro Plus” membership that was discontinued in 2021. The <keyword id="7913404" type="General" weightage="20" keywordseo="zomato-gold-membership" source="Orion">Zomato Gold membership</keyword> is expected to be available to members soon. Users who subscribed to the company’s Pro Plus membership will get three months of complimentary Gold membership. <cmsannotation type="cmsannotation" annotationid="Zomato Gold price" comment="subhead" text="Zomato Gold price"><keyword id="16229038" type="General" weightage="20" keywordseo="zomato-gold-price" source="Orion">Zomato Gold price</keyword></cmsannotation> <keyword id="4299597" type="General" weightage="80" keywordseo="zomato-gold" source="Orion">Zomato Gold</keyword> has been launched with an introductory price of ₹149 for three months. The company has not revealed the price for an annual subscription yet. <cmsannotation type="cmsannotation" annotationid="Zomato Gold benefits" comment="subhead" text="Zomato Gold benefits"><keyword id="16229042" type="General" weightage="20" keywordseo="zomato-gold-benefits" source="Orion">Zomato Gold benefits</keyword></cmsannotation> Zomato has announced several benefits for food deliveries and dining. <cmsannotation type="cmsannotation" annotationid="Zomato Gold benefits for food deliveries" comment="subhead2" text="Zomato Gold benefits for food deliveries">Zomato Gold benefits for food deliveries</cmsannotation> The biggest benefit that Zomato will offer with Gold is free food deliveries. This will be limited to restaurants within 10 km of you and applicable on orders above ₹199. This is handy for someone who regularly places orders on Zomato. <a href="https://www.businessinsider.in/tech/apps/news/swiggy-one-membership-price-benefits-and-everything-you-need-to-know/articleshow/87848507.cms">Swiggy One</a> offers a similar benefit, offering free deliveries within 10 km of the user on orders above ₹149. In addition to free deliveries, users will also get discounts of up to 30% at over 20,000 restaurants across the country. Zomato will also offer a “no delay guarantee” to Gold subscribers and delayed deliveries will result in the user getting a ₹100 coupon instantly. The final benefit offered under Gold for food deliveries is VIP access during rush hour. Under this, Gold subscribers will still have access to restaurants during high demand, meaning they will get priority over normal users. <cmsannotation type="cmsannotation" annotationid="Zomato Gold benefit for dining" comment="subhead2" text="Zomato Gold benefit for dining">Zomato Gold benefit for dining</cmsannotation> Zomato Gold also brings offers for dining. This time, the company has partnered with over 10,000 restaurants across the country, allowing Gold users to get discounts of up to 40% while dining out. SEE ALSO: <a href="https://www.businessinsider.in/tech/mobile/news/the-oneplus-11-may-undercut-the-iqoo-11-to-be-the-cheapest-snapdragon-8-gen-2-smartphone-in-india/articleshow/97269913.cms">The OnePlus 11 may undercut the iQOO 11 to be the cheapest Snapdragon 8 Gen 2 smartphone in India</a> <a href="https://www.businessinsider.in/tech/news/logitech-mx-mechanical-keyboard-review-a-premium-mechanical-keyboard-for-professionals/articleshow/97255605.cms">Logitech MX Mechanical Keyboard review – a premium mechanical keyboard for professionals</a> <a href="https://www.businessinsider.in/tech/mobile/news/samsung-galaxy-s23-series-to-launch-soon-launch-date-expected-price-and-features/articleshow/97243146.cms">Samsung Galaxy S23 series to launch soon – launch date, expected price and features</a>

Zomato Gold re-launched with free deliveries, VIP access, up to 40% discount on dining, and more

Tech platform for frontline workforce management <keyword id="3156551" type="General" weightage="80" keywordseo="betterplace" source="Orion">BetterPlace</keyword> on Tuesday announced to acquire <keyword id="14078129" type="General" weightage="100" keywordseo="okaygo" source="Orion">OkayGo</keyword>, an on-demand blue-collared gig workforce management platform, for an undisclosed sum. With this move, BetterPlace said it aims to reduce the cost of hiring for enterprises by 15-20 per cent by providing them a pool of pre-skilled and pre-verified workers ready to be deployed for short-term tasks. "Despite having a large employable pool, enterprises in India are now facing an acute shortage of skilled workforce. The only way to solve this problem is to provide a mutually beneficial marketplace geared towards enabling people to be gainfully employed," said <keyword id="2935823" type="General" weightage="50" keywordseo="pravin-agarwala" source="Orion">Pravin Agarwala</keyword>, Co-founder and CEO at BetterPlace. Through a marketplace model, OkayGo and BetterPlace will enable frontline workers to increase their daily and hourly earnings an average of 25-30 per cent. "We started OkayGo with a clear vision to empower half a billion people to get flexible gig-opportunities and provide businesses with high quality talent instantly. BetterPlace would provide us a fillip to achieve our vision," said <keyword id="14078130" type="General" weightage="50" keywordseo="tomonaga-tejima" source="Orion">Tomonaga Tejima</keyword>, Co-founder at OkayGo. Founded in 2015, BetterPlace has onboarded over 1,500 companies to date. Founded in 2019, OkayGo focuses on increasing earnings per hour of frontline gig workers. Its clients include companies like Flipkart, Swiggy, <keyword id="830092" type="General" weightage="50" keywordseo="zomato" source="Orion">Zomato</keyword>, Jiomart, Zepto and Apollo. Over the past two years, OkayGo said it has increased earnings for more than 10,000 frontline workers. OkayGo is BetterPlace's fourth acquisition so far as it acquired Oust Labs, Aasaanjobs and Waah Jobs in October last year. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="http://www.businessinsider.in/international/news/german-inflation-rate-hits-highest-level-since-70s-oil-crisis/articleshow/91911033.cms">German inflation rate hits highest level since 70s oil crisis</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="http://www.businessinsider.in/science/health/news/researchers-identify-rise-in-neurological-condition-guillain-barre-syndrome-following-astrazeneca-vaccine/articleshow/91911722.cms">Researchers identify rise in neurological condition 'Guillain-Barre syndrome' following AstraZeneca vaccine</a>

Blue-collar workforce management platform ﻿BetterPlace aquires OkayGo, aims to provide pre-skilled workers in India

Zomato co-founders <keyword id="476451" type="PERSON" weightage="20" keywordseo="Deepinder-Goyal">Deepinder Goyal</keyword> and <keyword id="8388355" type="UNKNOWN" weightage="20" keywordseo="pankaj-chaddha">Pankaj Chaddha</keyword> grew as successful entrepreneurs by leaps and bounds. Through their tireless experimentation, learning and zealous perseverance, they made what seemed like an impossibility into something wonderful and trendsetting in the ecommerce industry. Here are a few interesting facts about the Zomato founders that can inspire any aspiring individual. Believed in strategizing Deepinder and Pankaj took every single step strategically. When their idea to provide a common platform for people to find restaurants took off instantly, they went about streamlining the process, assigning specific tasks to the employees and creating a model that ensured revenue sharing system. Strongly felt expanding is the key to growth Soon after they entered the food tech industry, they felt expanding their business was necessary to stay on top of the industry. They ensured that every move they made was aimed at expansion. They launched Zomato Gold and Zomato PickUp along with the restaurant finding app and also expanded into other areas of business as well. Moved into areas that their competitors did not One strong reason why Zomato could succeed was the founders moved into areas where their competitors did not. They also focused on high quality products. They always studied the competition around them thoroughly and took steps to stay one step ahead of others. Committed towards their employees Observers say the dauntless trust that the founders of Zomato had in their employees was a crucial reason for their success. Motivated by their inspiring example, Zomato has employees who work for more than 12 hours in a day without any complaints. The founders gave the employees an awesome chance to grow like they could find nowhere else. Broke-even and drove their firm to profitability very soon Zomato was the first Indian e-commerce venture to break even very soon after its founding and turn towards profitability. Earned much through advertisements Their restaurant search website experienced a phenomenal growth and overtook the performance of other similar concepts in other industry segments rather very quickly. Talking about their business model, Goyal said, “Our unwavering focus is on making money. The bulk of our revenues comes from advertising and we aim at multiplying our revenue while keeping costs stable.” Spent the lowest amount on customer acquisition Many startups spend a big amount on customer acquisition. Founders of Zomato say they spend as little as $0.7 on acquiring a customer in an average and it starts breaking even once the customer orders for the first item to be delivered. Achieve massive growth in terms of big numbers The growth that the founders of Zomato achieved is phenomenal. Their website has more than 90 million monthly visitors. The number of Zomato Gold customers is over 800,000. The company made more than $206 million as revenue in the financial year 2019. 12,000 restaurants have been partnered with Zomato while Zomato Gold has over 6,500 partners. In an average, the Zomato portal books above 3 million orders on the 1.4 million restaurants listed on the website. Zomato services cover 23 countries and more than 10,000 cities.

Unknown Facts About Zomato co-founders Deepinder Goyal and Pankaj Chaddha

(Eds: Adding details) New Delhi, May 26 () Leading food ordering and delivery platforms Zomato and Swiggy on Tuesday started home delivery of alcohol in Odisha, less than a week after starting similar services in Jharkhand, as part of efforts to prevent overcrowding of people at shops amid the coronavirus pandemic. Starting with Bhubaneswar, the company will soon expand to other cities like Rourkela, Balasore, Balangir, Sambalpur, Berhampur and Cuttack, Zomato said in a statement. In a separate statement, Swiggy said its home delivery service went live in Bhubaneswar and Rourkela on Tuesday after obtaining necessary approvals from the Odisha government, and plans to expand to other major cities in the state. Liquor shops were mostly closed in the first three phases of the nationwide lockdown that started on March 25. In the fourth phase, which began from May 18, liquor shops have opened except in certain places. The extended lockdown is to end on May 31. Earlier this month, the Supreme Court asked states to consider non-direct contact or online sales and home delivery of liquor during the lockdown period to prevent the spread of coronavirus on account of crowding at the shops. "We're happy to be of service to our users in Odisha who can now use Zomato to get alcohol delivered in addition to grocery and food delivery," Zomato Vice President Rakesh Ranjan said. The company is working with excise departments to ensure end-to-end compliance with safety guidelines and is also introducing consumption and identity verification protocols to promote responsible ordering as well as consumption, he added. There would be age checks at the time of ordering as well as when the product is delivered. Users will be required to upload a valid ID proof to be eligible for ordering which would later be verified by the delivery partner at the time of handing over the order. There would also be product category limits to promote responsible ordering, it added. "We are thankful to the Odisha government and the liquor retail industry in enabling safe and compliant delivery of alcoholic beverages in Odisha. We look forward to building this partnership together," Ranjan said. The service named Zomato Wine Shops would be available on the home page of the Zomato app and will allow users to select any product from the listed retailers and get it delivered right to their doorsteps, Zomato said. In similar vein, Swiggyy said online processing and home delivery of alcohol will be through the 'Wine Shops' category in Odisha. "After successfully launching alcohol delivery in Jharkhand, we are expanding our services to Odisha, starting with Bhubaneswar and Rourkela. Cuttack and Berhampur will follow in the next couple of days," a Swiggy Spokesperson said in a statement. Consistent with Swiggy's approach, the company has leveraged technology to automate the customer verification process and solve an important challenge and support the government with enabling safe deliveries, spokesperson added. The company is partnering with authorised retailers across major cities after validating their license and other required documents as outlined by the state government, Swiggy said. Both the delivery partners and retailers are being virtually trained to facilitate smooth processing and fulfillment of orders, it added. To place orders, customers need to complete an instant age verification by uploading a picture of their valid government ID, followed by a selfie which the platform will use for authentication, Swiggy said. The company has partnered with HyperVerge to enable AI-face recognition for mandatory age verification and user authentication for alcohol deliveries, it added. "After gaining good traction in Ranchi post launching the service last week, Swiggy has expanded its services in other major cities in Jharkhand including Ramgarh and Deoghar," Swiggy said. To avail the home delivery service, customers in Odisha can access the 'Wine Shops' category by updating their Swiggy app, it added. Earlier on May 21, Zomato and Swiggy had started home delivery of alcohol in Ranchi and had said they planned to expand it to other cities going forward. AKT DRR DRR

Zomato, Swiggy start home delivery of alcohol in Odisha after Jharkhand

<ul><li>Indian food unicorns <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> and <keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword> hit the ball out of the park this Indian Premier League with their crazy discounts, that had users who don’t even watch <keyword id="6354312" type="UNKNOWN" weightage="20" keywordseo="IPL">IPL</keyword> stay tuned to the game. </li><li>Through Zomato, Delhi led the race with 1.5 million predictions. </li><li>On Swiggy, Chicken Biryani emerged as the favourite order. No surprises there. </li></ul>Moving on from restaurants and loud screening parties, it seems that Indians have found their new favourite way to watch the Indian Premier League - with friends and food at home. But with the onslaught of discounts from food ordering apps, Indians have ordered food for as little as ₹2! Food unicorns like Zomato and Swiggy pulled a yorker during the IPL by introducing games that offer discounts and a shot at predicting the winner of the match. Zomato started with the <keyword id="7539173" type="UNKNOWN" weightage="20" keywordseo="zomato-premier-league">Zomato Premier League</keyword> which offered users a straight up 40% discount on food orders along with an additional 30% cashback from their order if they predicted the right winner for the day’s match. Through Zomato, which as of May 2 saw 14 million predictions from 224 cities, helped users save ₹150 million. Meanwhile, Swiggy took a more instant approach with its Swiggy6, where users could get a 60% discount if they ordered within 6 minutes of a batsman hitting a six. What’s more, Swiggy partnered and integrated its app with Hotstar, which allowed users to watch and order food at the same time. Orders on Swiggy, by order numbers and GMV) shot up by 30% during match timings (7-11 pm) compared to non-cricket days. But when it comes to the most asked question – 'What to eat?' the two startups showed some interesting results. Swiggy results showed that the top dishes across India were Chicken Biryani, Paneer Butter Masala, Chicken Fried Rice, Kadai Paneer, Masala Dosa, Veg Biryani and Tadoori Chicken. But one Swiggy user in Ahmedabad showed love for IPL and samosas by ordering a total of 1140 samosas during this season. Meanwhile, Zomato managed to trace the winner for its IPL predictions – <keyword id="13886" type="ORGANIZATION" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword> led Zomato’s Vote Board, with most support coming in from Madurai. However, when it came to predictions, Delhi led the race with 1.5 million predictions, although Warangal had the most correct predictions. Surprisingly, Tripura placed its bet on Sunrisers Hyderabad and boasts of 100% win ratio when voting for it. See Also: <a href="https://www.businessinsider.in/heres-why-indian-brands-can-no-longer-ignore-the-countrys-women-during-ipl-matches/articleshow/68153213.cms">Brands can no longer ignore Indian women during the country's most popular sporting event</a> <a href="https://www.businessinsider.in/ipl-fans-question-alexa-about-favorite-teams/articleshow/68557298.cms">Indians following IPL are asking Alexa five questions on cricket every minute </a>

From Chicken Biryani to Samosas, here’s what Indians ate while watching the IPL

<ul><li><keyword id="212023" type="PERSON" weightage="20" keywordseo="Rajeev-Raja">Rajeev Raja</keyword>’s unique agency, <keyword id="1127662" type="PERSON" weightage="20" keywordseo="BrandMusiq">BrandMusiq</keyword> has been creating MOGOs (musical logos) for brands to help them differentiate themselves</li><li>A lot of brands believe that the future is sonic and therefore having a <keyword id="8248210" type="UNKNOWN" weightage="20" keywordseo="sonic-identity">sonic identity</keyword> is critical to reach out to consumers and build a connect</li><li><keyword id="3150977" type="PERSON" weightage="20" keywordseo="sonic-branding">Sonic branding</keyword> helps build brand identity, consumers are able to identify with a simple tune and associate it to the brands</li><li>The increase of voice assistants in houses across the country has also opened up a lot of opportunities for brands to reach out to its consumers</li></ul> Remember the days when a song would play on the radio or TV and you would immediately associate it with a brand? Like Cadbury Dairy Milk’s iconic ‘Kuch Khaas Hai’ jingle, or Britannia and Titan’s signature tune? Music has always played a critical role in helping build a brand’s identity. However, while with the years, we have been hearing less and less of jingles that actually stick to our memories, brands are again trying to use the powerful tool of music to stand out in an otherwise cluttered world. <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> became the latest platform to launch its musical logo. Users will get to hear this new signature tune on Zomato’s app. Earlier in the year, <keyword id="6368201" type="UNKNOWN" weightage="20" keywordseo="mastercard">Mastercard</keyword> was in the news for launching its new sonic brand identity. The melody would play whenever consumers used their cards in physical, digital and voice environments. Even HDFC has a sonic branding of its own. Google Pay uses a sound everytime you transfer money. The aim of all these brands has been to establish an emotional connect with its consumers, and come up with a catchy tune that can be immediately recognized. What’s the appeal of sonic branding? Rajeev Raja, who is known for his illustrious 25 years in advertising, is also known in the industry for his parallel career of a musician. He started BrandMusiq in 2012 to bring his two passions – advertising and music, together. BrandMusiq specializes in making the use of sounds and music to give brands a unique identity. BrandMusiq has been helping brands come up with their MOGOs, which stands for musical logos. The last few years have seen a big uptake in the number of brands opening up to the possibilities of sonic branding. Raja feels there are a few overarching reasons for that. He explains, “People’s changing habits of media consumption is slowly leading to this change. Earlier, if a brand had money, TV would help them get the reach. But today, if you look at the media consumption habits of millennials, they are essentially looking at their phone screen, iPad or laptop. So the predominance of TV is slowly coming down.” In the past, jingles have been effective in helping brands make a way for itself, and creating an identity. However, things are a little different now. Raja elaborates, “The 30-second jingle still has a role a play to play for brands that need TV for its reach, like FMCG brands. However, digital is now an increasingly important medium too but attention spans are very low on digital. So a 30-second piece of music becomes too long to be used online. Also with the digital explosion and more and more apps coming in, there is a lot of functional, navigational use that a MOGO can achieve for a brand.” The MOGO that BrandMusiq created for Zomato will be used across brand touchpoints including advertising, in the app and as notifications to their partners - restaurants and delivery executives. How brands are striking the right chord What are the benefits that brands are deriving out of sonic branding? What is it that they are trying to achieve by investing in an audio identity? And will consumers actually be able to remember a brand by its sonic identity? A few prominent brands that have invested in sonic branding answer some of these questions. Explaining why Zomato, that already has a very strong digital presence, think of going for a sonic identity, <keyword id="237440" type="PERSON" weightage="20" keywordseo="Gaurav-Verma">Gaurav Verma</keyword>, CMO - Branding, Zomato says, “We believe that the future is increasingly going to be sonic. We realized that a number of important transactions are happening behind the screen, like order acceptance, delivery partners reaching the destination; this allows for consumers to get updates without having to lift a finger. We want the Zomato audio signature to be something that consumers instantly recognize, just like they would our logo and visual design.” The platform believes that the addition of a sonic identity will make help improve the user experience. “When your delivery partner arrives, the distinct sound would notify you to be ready at the doorstep to collect the order without looking at your phone,” elaborates Verma. For a brand like MG Motor that entered India recently, the task was to create a differentiation for itself in whichever way they could. And sonic branding helped them do just that. Explains <keyword id="8248211" type="UNKNOWN" weightage="20" keywordseo="Udit-Malhotra">Udit Malhotra</keyword>, Lead, Digital Marketing, MG Motor, “When MG entered India in 2017, the brand was not known and we entered with a clean slate. We had the opportunity of creating our identity from scratch. We came from a school of thought that music holds one of the strongest cognitive resonances. While visual identity is important, a brand’s sonic identity conveys the story, enhances emotional connection and builds attribution. The power of music transcends language, culture and everything visual. MG’s unique legacy and focus on innovation have passed the test of time for over 9 decades. As we enter the latest phase of our brand evolution, it made sense to have these two unique aspects reflected in one cohesive sonic identity. The anthem does just that. It infuses modern sounds such as ‘trap’ and ‘neo-electronica’ with timeless brass arrangements such as the saxophone.” And do consumers resonate with the brand’s anthem? Malhotra believes they do. “The anthem has received tremendous response from our customers and partners. It’s heartening when you hear your customers use the MG anthem as their ringtone! The Anthem is currently used across our various touchpoints including our 24*7 helpline – MG Pulsehub, all our nationwide dealerships and every piece of content that we create across our platforms including digital, TV and print.” However, building an identity, sonic or otherwise, does not happen overnight. It takes time for any kind of brand to build a connect with its audience and Mastercard is cognizant of this fact. When asked if they have been able to achieve what they had aimed to by investing in a sonic branding, <keyword id="2998893" type="PERSON" weightage="20" keywordseo="Manasi-Narasimhan">Manasi Narasimhan</keyword>, Vice President, Marketing and Communications, South Asia, Mastercard says, “Success cannot be measured overnight. The journey to make its sonic identity as recognizable as its visual identity, which 80% of consumers worldwide recognize, will take at least three years. Realistically, maybe four or five years. With 210 countries around the world, about 50 million merchants and about 1.8 billion consumers, it will take time. We do not want to do everything by tomorrow; we want to test it carefully and roll it out and go deeper.” As the digital world keeps expanding, brands will only have more and more touchpoints to build a connect with their audience. Google recently reported that there has been a 270% year-on-year growth in voice queries in India. As more and more voice assistant devices find their way into people’s homes, sonic branding is only set to get more important, to give brands an edge and to ensure that consumers remember and recognize them, whenever they see or hear them.

You Searched For "zomato instant" and got 9 results

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You Searched For "zomato instant" and got 9 results

Zomato launches home-style cooked meal delivery service, starts ₹89

IANS

Zomato’s quick commerce app Blinkit to deliver printouts at your doorsteps in 11 Minutes

IANS

Blinkit starts home delivery of 'Make-in-India' iPhone 15, 15 Plus

IANS

Zomato Gold re-launched with free deliveries, VIP access, up to 40% discount on dining, and more

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Blue-collar workforce management platform ﻿BetterPlace aquires OkayGo, aims to provide pre-skilled workers in India

IANS

Unknown Facts About Zomato co-founders Deepinder Goyal and Pankaj Chaddha

BI India Bureau

Zomato, Swiggy start home delivery of alcohol in Odisha after Jharkhand

PTI

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Sanchita Dash

How Zomato, MG Motor and Mastercard are using the power of sound to build a unique connect with their audience

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Blue-collar workforce management platform BetterPlace aquires OkayGo, aims to provide pre-skilled workers in India