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<ul><li>While email marketing seems like a dying phenomenon, Zomato has proven time and again that if you do it right, consumers click and order. </li><li>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. </li><li>This time, it has emailed its users a request to ‘Hire Biryani’ as Craving Executive Officer. </li></ul>Zomato, a brand that is known for its social media and email marketing strategy, has done it again. This time, it has sent a witty Curriculum Vitae (CV) of Biryani to fill in the role of ‘Craving Executive Officer in your hearts’. Biryani is the most-desirable dish on Zomato as it has received around 44 lakh plus orders after lockdown. Its CV highlights some of the key qualities that Biryani possesses, like it comes in ‘handi,’ it is multi-layered and smells ‘yummazing.’ It is endorsed by 90,000 plus restaurants in India and has worked as a ‘Senior Sleep Inducer’ at Biryani and Bed and Aromatherapist at Main Core Essentials. Zomato also added a call-to-action button on its email. It doesn’t say ‘order now,’ like you would expect it to. It reads, “Hire now.” <div type="image" title="Zomato Biryani Cv" msid="77871212" hostid="261"></div> 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. Other examples of Zomato’s mailers 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. <div type="image" title="Zomato cheat sheet" msid="77871223" hostid="261"></div> And to connect with its users who are single, Zomato sent an email saying, “Hey there, it's a match.” “Hello, Do you super-like food? Then it’s time to let go and confess your love! Have a delicious date at home with the dishes you love and enjoy spending some quality time with your favourites,” read its body copy. <div type="image" title="unnamed" msid="77871240" hostid="261"></div> After COVID-19, people have turned to online services. Zomato has grown leaps and bounds after the lockdown and is valued at $3 billion today. It has doubled its revenue from $192 million in FY19 to $394 million in FY20. <div type="image" title="Hello-Zomato-New" msid="77872220" hostid="261"></div>

If Biryani had a CV, Zomato shows what it would look like

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. 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". "Unintentionally, we may have hurt the sentiments of certain communities and individuals. We have taken down the video," it said. 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. 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. The company in its now-deleted ad on YouTube also claimed it has "recycled 20 million kg of plastic kachra so far". "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. 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". "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. "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. He added that Zomato attempted to mine a "kind of sly humour" from the name for waste upcycling/recycling. The video was slammed online for its seemingly casteist overtones. "#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. 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." Dalit historian and writer Karunyakara Lella also hit out at Zomato for its "Dalit phobic" advertisement. "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. 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. The food delivery company has found itself on the wrong side of marketing in the past as well. 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. The company later withdrew the ad after backlash on social media. 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". 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. The company later apologised clarifying that the "Mahakal" reference was for a restaurant and not the temple. 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. SEE ALSO: <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> <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">Hiring in India slowed down by 7% in May: Foundit report</a>

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

Consulting firms were the top recruiters in the Indian Institute of Management, Calcutta final placement for the 58th batch of the two-year MBA programme followed by <keyword id="25455" type="General" weightage="80" keywordseo="finance" source="Orion">finance</keyword>, sales and marketing companies, a statement issued by the institute said. The final placement drive which concluded on February 24, secured 573 offers for the entire 58th batch. The process was conducted in a hybrid mode, it said. The consulting sector recruited the highest (232 offers), followed by the Finance sector (86 offers), and the two sectors accounted for 55.5 per cent of the total hires, the statement said. Leading consulting firms like Accenture Strategy, Bain &amp; Co, Boston Consulting Group, Kearney and McKinsey &amp; Co, were the top recruiters in the consulting sector. Sales &amp; Marketing (52 offers) and General Management (82 offers) combined accounted for 23.4 per cent of total hires, with companies like Aditya Birla Group, <keyword id="462960" type="General" weightage="50" keywordseo="tata-administrative-services" source="Orion">Tata Administrative Services</keyword>, Vedanta, etc, being amongst the top recruiters in this sector. Top software services and E-commerce brands continued their strong showing accounting for nearly 18.2 per cent of hires. Top recruiters included Amazon, Adobe, Flipkart, Microsoft, Navi, Paytm, Salesforce, <keyword id="830092" type="General" weightage="50" keywordseo="zomato" source="Orion">Zomato</keyword>, etc. The placement season concluded with students receiving average yearly compensation of Rs 35.07 lakh and median compensation being Rs 33.67 lakh, with the top 25 per cent percentile (in terms of salaries offered) of students receiving yearly compensation on average of Rs 50.86 lakh. <keyword id="16727203" type="General" weightage="80" keywordseo="akhil-sachan" source="Orion">Akhil Sachan</keyword> from the 58th batch said, "The final placements this year at <keyword id="19478" type="General" weightage="100" keywordseo="iim" source="Orion">IIM</keyword> Calcutta have been exceptional, especially when you take account of the stressed market conditions. The IIM (C) Joka spirit of standing together and not leaving anyone behind stood tall once again when two years' worth of effort fructified during the last week. The placement team has done a commendable job by bringing in a large number of new recruiters and providing a greater variety of roles..." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/space/news/nasas-curiosity-rover-captures-first-sun-rays-on-mars/articleshow/98471257.cms">NASA's Curiosity rover captures first 'Sun Rays' on Mars</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/evs-will-increase-indias-dependence-on-china-for-raw-materials-battery-production-gtri-report/articleshow/98470819.cms">EVs will increase India's dependence on China for raw materials, battery production: GTRI report</a>

Consulting firms top recruiters in IIM Calcutta final placement

<ul><li>Fintech companies like Paytm and PB Fintech have not only reported better than expected earnings but also narrowed their losses significantly.</li><li>While Zomato and Nykaa did not deliver overall improvement in financials, analysts still have high hopes for them.</li><li>Shares of Paytm rose nearly 22% from February 3 when it reported its quarterly earnings.</li><li>Analysts say the long-term growth potential of these companies is huge in spite of the short-term challenges.</li></ul>There’s no end to the woes of new age technology companies. They are in the spotlight yet again, after their mixed performance during the December quarter. Fintech companies like Paytm and PB Fintech have not only reported better than expected earnings but also narrowed their losses significantly. Zomato and Nykaa did not deliver overall improvement in financials, but analysts remain optimistic. Another new age company among talks is hyperlocal delivery startup Dunzo with elevated losses and massive valuation. Billionaire and chairperson of RPG Group highlighted the financials of the company <a href="https://twitter.com/hvgoenka/status/1625843597626183680">in a tweet </a>on February 15. “New age digital stocks are not doing great primarily because the market is not doing great. India is underperforming this year with a negative 2.34 % return YTD while markets like China, HongKong and South Korea are doing very well. When India’s underperformance changes, new age digital companies also will start performing. Some results from this segment are very good like Paytm. Zomato also has done reasonably well, but Nykaa’s results came below expectations,” said Dr V K Vijayakumar, chief investment strategist at Geojit Financial Services. New age technology companies have been under the scanner because of the massive underperformance in their share prices due to elevated valuation. However, analysts believe that the long term bet on these companies is worth it despite several roadblocks. “The long-term growth potential of these companies is huge and, therefore, in spite of the short-term challenges, these stocks have buyers particularly after the sharp correction from their listing peak prices,” added Vijayakumar. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">New age companies </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Q3 FY23 Profit/Loss </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Q3 FY22 Profit/Loss </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Paytm </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-₹392 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-₹779 crore </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Zomato </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-₹347 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-₹63 crore </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PB Fintech (Policybazaar) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-₹87 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-₹298 crore </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nykaa </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹8.2 crore </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹27.9 crore </td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table> Paytm’s first ever quarterly operating profit impresses, builds hope The fintech company’s December quarter performance was a big surprise for many as it posted its first ever quarterly operating profit as it narrowed down losses. The growth was driven by pick up in merchant subscription revenues and loan distribution. “Biggest surprise is distribution business, control of cashbacks, opex,” said Macquarie in a report. Shares of the company rose nearly 22% from February 3 when it reported its quarterly earnings. Macquarie has upgraded rating on the company’s stock to ‘Outperform’ from ‘Underperform’ with a target price of ₹800. “PayTM has positively surprised on the distribution of financial services revenue by a wide margin and has also managed to control overall expenses and charges. At the time of listing, profit and free cash flow were not even a part of management’s discussion. However, we see a very visible change in approach of management to deliver profit, evidenced, we believe, by the core EBIDTA profitability that was reported recently,” said Macquarie in a report. Zomato: A promising road to profitability Zomato reported better than expected Q3 FY23 revenues, and analysts believe it may reach profitability by the end of the current financial year. “Depending on execution-related wins, the company (ex of quick commerce) may clock profitability in Q4FY23 itself, two quarters ahead of their guidance,” said analysts at Nuvama Institutional Equities. “Zomato’s road to profitability has grown even more promising. Zomato (ex-quick commerce) clocked adj. EBITDA level profitability in the month of Jan-23. Depending on execution-related wins, the company (ex of quick commerce) may clock profitability in Q4FY23 itself, two quarters ahead of their guidance,” added the report. Analysts say Zomato’s relaunch of its Gold membership plan should bring growth back. Most brokerage houses have <a href="https://www.businessinsider.in/business/news/no-long-tail-effect-zomato-banks-on-demand-recovery-in-future-even-as-it-shuts-operations-in-225-cities-on-poor-performance/articleshow/97907071.cms">maintained a ‘Buy’ rating </a>on the company’s stock. “The fact that most of these companies have put forth their strategy to cut down losses and become profitable in the near future builds hope for investors. For example, Zomato’s decision to cut operations in 225 smaller cities. Moreover, since most of these <keyword id="10951575" type="General" weightage="20" keywordseo="new-age-tech-companies" source="Orion">new age tech companies</keyword> are direct consumer based there are expectations of inflation cooling down and boosting consumer spend.” Shrikant Chouhan, head of equity research (retail) at Kotak Securities told Business Insider India. Nykaa: Premium valuation reflects solid outlook, say analysts Nykaa, reported a 70% on year decline in net profit in Q3 <a href="https://www.businessinsider.in/business/corporates/news/nykaas-stock-plunges-4-2-after-its-q3-net-profit-slips-70/articleshow/97901748.cms">missing analysts expectations</a>. Despite this, brokerages believe the best is yet to come for the company. During a post-earnings conference call Falguni Nayar, executive chairperson, MD and CEO of Nykaa said that although inflationary pressures were present, it wasn’t that big of an issue for many of Nykaa’s customers. Q3 is considered to be a seasonal quarter for the company because of the festive season and despite macro challenges Nykaa’s growth was applauded by analysts. “In a quarter rampaged by a tougher macroeconomic environment, Nykaa reported substantial growth in Q3FY23 numbers,” said a report by JM Financial. The brokerage firm has assigned a ‘Buy’ rating on the stock. “We continue to see increased strength of the dominant positioning in beauty and personal care (BPC) vertical while the newcomer, fashion vertical, has gained market share at the cost of a sharp dip in contribution margin,” added the report. Nykaa’s EBITDA margins came under pressure and fell to 5.3% in Q3, as against 6.3% in the same period last year. “While we expect Nykaa’s GMV growth, at 35% in FY23E-25E, to be the highest within our global ecommerce coverage, we believe Nykaa’s valuation premium (FY24 EV/GMV of 3.1x vs 0.5x median for peers) already reflects this solid growth outlook and Nykaa’s stronger margin profile,” said a report by Goldman Sachs. The investment banker has assigned a ‘Neutral’ rating on the stock. PB Fintech on course to profitability soon The December quarter performance of PB Fintech, the parent company of Policybazaar and Paisabazaar, was another surprise for investors as the company narrowed its losses significantly. Its insurance premiums jumped 70.3% on year to ₹30.3 billion driven by a strong showing across segments. “Given its market share of 90%-plus in online insurance sales and a growing offline presence, PB is poised to post strong sales,” said analysts at Nuvama Institutional Equities. Further, the management expects revenue and margins to improve further as agent productivity rises and benefits of appointments channel are realised. They hinted at a sharp profitability uptick in Q4, say analysts. “This growth becomes even more impressive considering the seasonally weak Q3 for insurance, where new business premiums for life and general insurance declined QoQ by 19% and 12%, respectively,” said a report by JM Financial. New-age internet based businesses, like their unlisted peers, have been chalking out strategies that lead them towards profitability and are already on a growth path aided by their unique business propositions — allaying investor and analyst concerns. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/google-india-layoffs-nearly-500-people-fired/articleshow/98001522.cms">Google layoffs reach Indian shores, nearly 500 employees sacked late Thursday</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/thelife/personalities/news/neal-mohan-indian-american-guy-journey-to-becoming-youtube-ceo/slidelist/98001073.cms">From Lucknow to USA: Indian-American Neal Mohan’s journey to becoming YouTube CEO</a>

New age technology companies back in the spotlight after Q3 performance

<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. The huge buzz and anticipation reflected in this tweet by Zomato. <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> 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. 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. 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. <cmsannotation type="cmsannotation" annotationid="Twitter" text="Twitter">Twitter</cmsannotation> 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. <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> Today, it has 1.4 million followers on Twitter. With this one tweet, Zomato started a trend and many brands jumped onto the bandwagon. <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> 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. <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> <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> <cmsannotation type="cmsannotation" annotationid="Zomato’s email marketing strategy" text="Zomato’s email marketing strategy">Zomato’s email marketing strategy</cmsannotation> 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. 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. 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. <div type="image" title="zomato cheat sheet" msid="84435508" hostid="261"></div> Zomato once imagined what Biryani’s curriculum vitae would look like and won our hearts. <div type="image" title="Zomato biryani mailer" msid="84435494" hostid="261"></div> It often sends topical emails as well. <div type="image" title="zomato guddu bhaiya" msid="84435553" hostid="261"></div> <cmsannotation type="cmsannotation" annotationid="Zomato’s Out-of-home marketing" text="Zomato’s Out-of-home marketing">Zomato’s Out-of-home marketing</cmsannotation> 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 <div type="image" title="Zomato billboards" msid="84435408" hostid="261"></div> Even if you are Indiranagar ka gunda, you would stop your vehicle to read these billboards for a good laugh. <div type="image" title="Zomatos-Outdoor-Ads-Are-Going-Viral-And-They-Are-Totally-Killing-It-1280x720" msid="84435389" hostid="261"></div> How to make you laugh and salivate at the same time? Zomato knows it well. <div type="image" title="best-zomato-ads-6" msid="84435414" hostid="261"></div> <cmsannotation type="cmsannotation" annotationid="Zomato’s best marketing campaigns" text="Zomato’s best marketing campaigns">Zomato’s best marketing campaigns</cmsannotation> When it turned a bad advertisement into one of the most talked-about marketing campaigns 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. 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. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Zomato also gave ₹25,00,000 to the winner of this marketing contest. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> 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.’ <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> It has also tried to keep its employees and delivery partners first with various campaigns. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> 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. *All images embedded in this article were downloaded from Zomato's Twitter handle*

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

<ul><li>Fintech app PhonePe supasses <keyword id="6357120" type="General" weightage="80" keywordseo="paytm" source="Orion">Paytm</keyword> in advertising war. </li><li><keyword id="830092" type="General" weightage="80" keywordseo="zomato" source="Orion">Zomato</keyword> – despite not opting for IPL advertising – led almost all metrics in the food category, edging out <keyword id="6358977" type="General" weightage="100" keywordseo="swiggy" source="Orion">Swiggy</keyword>. </li><li>Among the shopping apps, Meesho’s open rate – or the number of times users logged on to the app – declined from pre-IPL to post-IPL , whereas <keyword id="319719" type="General" weightage="50" keywordseo="myntra" source="Orion">Myntra</keyword>’s grew. </li></ul>IPL advertising gives brands access to millions of Indians – the 2022 edition had a total of 229 million television viewers. It is often referred to as ‘India’s Superbowl’ in terms of advertising worth. Bobble AI’s latest market intelligence report analysed data from 80 million android smartphones to study the impact of IPL advertising by a range of apps including Myntra, Dream11, Meesho, <keyword id="685487" type="General" weightage="20" keywordseo="spotify" source="Orion">Spotify</keyword>, Swiggy, and <keyword id="12651286" type="General" weightage="50" keywordseo="tata-neu" source="Orion">Tata Neu</keyword>. An analysis of the impact of television advertising around IPL has found that fintech application PhonePe reaped the maximum benefits with highest user penetration rate post-IPL. This was followed by Paytm and Meesho. PhonePe, Myntra and Dream11 saw the largest increase in the average session per user post IPL. Average session per user is defined as the average number of times the app is opened in the given timeframe. However, Zomato led almost all the metrics in the food category, despite not opting for IPL advertising. The report studied smartphone user behaviour during three time frames – Pre IPL 2022, During IPL 2022 and Post IPL 2022. The majority of users during IPL were aged between 18-24 years, the survey found. Tata Neu download surged above 8000% but didn’t gain users post IPL The total installations increased exponentially for the Tata Neu app (8438.1%) as the app's marketing was launched with IPL. Despite this, Tata Neu didn’t gain any users post-IPL and users didn’t open the app after 15 days of downloading it. PhonePe app scored over Paytm in the number of app downloads. Spotify and Swiggy also saw a spike of more than 50% in installations. Dream 11 saw over 79% increase in app downloads across the three periods. New app installations for Myntra were 25 times higher than that of Meesho’s. “Advertising during the IPL skyrockets, giving brands a significant amount of reach to their existing customers and target audience. Zomato and PhonePe surpassed their competitors Swiggy and Paytm in almost every category, including the overall market penetration. Since the pandemic, online platforms have gained steady ground,” said <keyword id="718190" type="General" weightage="50" keywordseo="tabrez-alam" source="Orion">Tabrez Alam</keyword>, chief of business strategy, Bobble AI. Bobble AI’s report said that most of the apps gained in terms of average session per user (ASU) except for Tata Neu – which saw a 67% reduction. PhonePe reported an over 22% increase in ASU, beating Paytm that saw a near 14% rise in ASU post IPL. However, there was no change in ASU for the Swiggy app. Dream11 saw an 83% increase in active users (AUs) during IPL. Active users are the total users who were active on the said application in the given timeframe. Myntra’s AUs were substantially higher than Meesho's. PhonePe edged out Paytm for AUs in the fintech industry. Zomato overtakes Swiggy without IPL advertising Bobble AI also analysed whether advertising during IPL gave an edge to Swiggy over Zomato or not. The data showed that Swiggy didn’t get any such edge. Zomato performed better than Swiggy on all metrics apart from the churn rate. Churn rate is the percentage of active users who opened the application in the previous 15 days but did not open it in the subsequent 15 days. Zomato’s open rate (7.3%) – defined as the number of times users logged into an app – was more than Swiggy’s (1.93%). Zomato had over 38% more active users than Swiggy during IPL. Advertising during IPL didn’t help Swiggy perform better than Zomato, its main competitor. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/indians-are-buying-more-appliances-like-vacuum-cleaners-microwaves-after-the-pandemic-flipkart/articleshow/94330469.cms">Indians are buying more appliances like vacuum cleaners, microwaves after the pandemic: Flipkart</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/enterprise/news/milliseconds-matter-in-a-digital-first-world-says-salesforce-as-it-launches-real-time-data-platform/articleshow/94330258.cms">Milliseconds matter in a digital-first world, says Salesforce as it launches real-time data platform</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/health/news/despite-inflation-8-out-of-10-people-intend-to-increase-spending-on-health-and-wellness-accenture-report/articleshow/94329579.cms">Despite inflation, 8 out of 10 people intend to increase spending on health and wellness : Accenture report</a>

PhonePe, Paytm, Myntra reap benefits of IPL advertising, while Zomato scored over Swiggy without an IPL TV ad-Bobble AI report

Ride-hailing platform <keyword id="6354720" type="General" weightage="100" keywordseo="ola" source="Orion">Ola</keyword> has shut down its used vehicle business <keyword id="3295694" type="General" weightage="50" keywordseo="ola-cars" source="Orion">Ola Cars</keyword> as well as Ola Dash, its quick-commerce business, at a time when Indian companies are pouring money into the 10-15 minute grocery delivery market. The company shut Ola Cars within one years of its launch, as it focuses on its electric two-wheeler and car verticals. Ola has so far shut down <keyword id="2773874" type="General" weightage="50" keywordseo="ola-cafe" source="Orion">Ola Cafe</keyword>, food panda, Ola Foods, and now Ola Dash. "Ola has reassessed its priorities and decided to shut down Ola Dash - its quick commerce business. Ola will also be reorienting its Ola Cars business to focus more on strengthening the go-to-market strategy for <keyword id="4393078" type="General" weightage="50" keywordseo="ola-electric" source="Orion">Ola Electric</keyword>," the company said in a statement. It added that Ola Cars' infra, technology and capabilities will be "repurposed towards growing Ola Electric's sales and service network". Ola now aims to invest more towards its electric car, cell manufacturing, and financial services businesses. Ola Dash shuts down at a time when India's quick commerce market is all set to witness 15 times growth by 2025, reaching a market size of nearly $5.5 billion. The total addressable market for quick commerce in India stands at $45 billion, and urban areas are driving this market on the back of mid-high-income households. <keyword id="830092" type="General" weightage="50" keywordseo="zomato" source="Orion">Zomato</keyword> on Friday poured Rs 4,447 crore into acquiring quick-commerce grocery delivery platform Blinkit. In December 2021, Swiggy announced to pour $700 million into Instamart. Last month, 10-minute delivery platform Zepto raised $200 million, taking its valuation to around $900 million. Ola Electric is also facing scrutiny over faulty batteries in its electric two-wheelers, among other EV players like Okinawa Autotech, Pure EV, Jitendra Electric Vehicles, and Boom Motors, by the government. The Bureau of Indian Standard (BIS), which comes under the Union Consumer Affairs Ministry, has published the "performance standards for electronic vehicle batteries" in a bid to keep a strict control over the manufacturing of EV batteries. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/india-might-be-used-as-a-back-door-for-russian-oil-say-media-reports/articleshow/92480791.cms">India might be used as a 'back door' for Russian oil, say media reports</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/enterprise/news/netflix-confirms-an-ad-supported-tier-is-coming-to-its-streaming-service-by-year-end/articleshow/92438291.cms">Netflix confirms an ad supported tier is coming to its streaming service by year end</a>

Ola shuts it used car and quick commerce businesses

<ul><li>Income tax department is conducting searches at Mankind Pharma’s premises in Delhi, checking documents, and questioning people.</li><li>Mankind Pharma has been in the news since its <a href="https://www.businessinsider.in/stock-market/news/condom-maker-mankind-pharma-lists-at-20-premium-beats-grey-market-expectations/articleshow/100090002.cms">stellar debut on Tuesday </a>with 20% listing gains.</li><li>The company is known for products like MANforce condoms, Prega News pregnancy detection kits and Gas-o-Fast sachets.</li></ul>The Income Tax department on Thursday conducted searches on the premises of Mankind Pharma over allegations of tax evasion, official sources said. A PTI report said that searches are being conducted on the company premises in Delhi and nearby locations, documents are being checked and people are being questioned as part of the action launched early this morning. E-mail and queries sent by PTI to the company remained unanswered. Mankind Pharma recently went public, to raise ₹4,326 crore. The initial public offer was a complete offer for sale and its promoters received the proceeds from the share sale. Added to that, its <a href="https://www.businessinsider.in/stock-market/news/condom-maker-mankind-pharma-lists-at-20-premium-beats-grey-market-expectations/articleshow/100090002.cms">stock listed at a 22% premium</a> on May 9, and the company’s marketcap stands at ₹56,108 crore as of Thursday. The pharma company also entered the <a href="https://www.businessinsider.in/business/corporates/news/mankind-pharma-debuts-in-top-100-as-per-market-value-after-a-stellar-listing/articleshow/100123765.cms">top 100 companies club </a>on its debut day. On Thursday, it ranks at 90 in terms of largest listed companies in India, leaving behind the likes of Punjab National Bank, Hero MotoCorp, UPL, Indian Hotels and Zomato. Analysts say that the stock may continue to do well going ahead, backed by strong fundamentals. “Given its healthy financial track record, domestic focus and extensive network, Mankind is likely to continue doing well,” Hemang Jani, Head of Equity Strategy, Motilal Oswal Financial Services. “Moreover the healthcare sector was a laggard over the last one year but started seeing traction over the last two months as the monthly pharma data showed improvement,” added Jani. Macquarie Research has initiated coverage on the company with an ‘Outperform’ rating and a target price of ₹1,400. The brokerage believes that Mankind Pharma is at a discounted valuation than its peers — Abbott India, GSK India and Pfizer India. “We believe the company’s net profit could double (&gt;2x) in the next three years, driven by: a) continued sales outperformance relative to Indian pharma market (IPM), b) mix shift towards chronic therapies, and c) unlocking of meaningful operating leverage as salesforce productivity improves,” said the brokerage firm. The company’s stock has been falling after the listing day amid volatile market conditions. Today, the stock is down nearly 2% at 1,356. Incorporated in 1991, Mankind Pharma is engaged in developing, manufacturing and marketing a diverse range of pharmaceutical formulations across various acute and chronic therapeutic areas, as well as several consumer healthcare products. Its product portfolio includes MANforce condoms, Prega News pregnancy detection kits and Gas-o-Fast sachets. The company said that it’s looking to acquire brands and diversify its therapeutic portfolio to facilitate entry into new markets. (With inputs from PTI) SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/lt-q4-net-profit-rises-10-to-3987-crore-cautiously-optimistic-about-fy24/articleshow/100137513.cms">L&amp;T Q4 net profit rises 10% to ₹3,987 crore, cautiously optimistic about FY24</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/ipl-2023-scores-over-1300-crore-video-views-on-jiocinema-in-the-first-five-weeks/articleshow/100155165.cms">IPL 2023 scores over 1,300 crore video views on JioCinema in the first five weeks</a>

Income Tax department raids freshly listed Mankind Pharma’s premises over alleged tax evasion

<ul><li>As consumers started cooking or baking more evolved, gourmet dishes at home during the lockdown, <keyword id="9613152" type="COMPANY" weightage="20" keywordseo="britannia-cheese">Britannia Cheese</keyword> witnessed an increase in its demand. </li><li>We caught up with <keyword id="917197" type="PERSON" weightage="20" keywordseo="Gunjan-Shah">Gunjan Shah</keyword>, CCO, <keyword id="146218" type="COMPANY" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> to understand if the brand has been able to retain the demand it saw in the beginning and how it has changed its marketing strategy in the unlocking period. </li><li>He also told us how the company transformed its business digitally during the lockdown and all about its biggest digital campaign, Britannia Cheese StarChef starring Saif Ali Khan, that brought in the highest growth for the brand till date. </li></ul>With the pandemic-induced lockdown, consumers started brushing up their cooking or baking skills and eating became more of a family exercise. It brought out people’s hidden talent for cooking, especially among the urban masses, which they were exploring only now, thanks to them staying at home and not having to travel to work everyday. In April, recipe searches also surged on the internet, as people began experimenting with a variety of cuisines ranging from the easy to the complex, gourmet varieties. Cheese became one of the ‘star ingredients.’ Britannia Cheese was quick to recognise this opportunity and it amped up its digital marketing strategy to latch onto the increasing demand for cheese, which became an integral part of consumers’ grocery list -- providing a huge impetus for the growth of the category. As a result, cheese became one of the highest growing food categories during the lockdown. As per Nielsen’s report on COVID-19 Impact on FMCG &amp; Retail, the cheese category saw a 60% growth. The report also highlighted how the rapidly evolving preference of urban consumers includes cheese as part of the monthly shopping cart. <div type="image" title="cheese trend" msid="78258099" hostid="261"></div>(Source: Nielsen RMS) Britannia Cheese saw 300% of its business coming from E-commerce during April to August. To leverage this demand, Britannia executed a three-way plan. Elaborating on the company’s digital plan, Gunjan Shah, CCO, Britannia Industries, said, “We provided ease of discoverability and convenience to new users on key ecommerce platforms like BigBasket by creating Britannia Cheese Brand stores on the home pages for an extended shop-in-shop experience. Secondly, we have tied up with several subscription-based e-commerce platforms like Milkbasket and Supr Daily, which provide daily essentials delivery services across all major metros. This helped us recruit new users, gain consumer retention and increase stickiness by incentivizing purchase frequency. Thirdly, to strengthen the last-mile delivery, we have also entered into partnerships with portals like Dunzo, Swiggy and Zomato which provide superior hyper local grocery delivery services.” Star campaign on digital mediums To become a part of people’s daily meals, Britannia Cheese launched a digital campaign with Saif Ali Khan called Britannia Cheese StarChef. The show transforms Khan into a StarChef as he learns to cook from MasterChef winner Shipra Khanna. It targeted newbie cooks and keen learners and provided easy-to-cook recipes. Sharing the insight behind the campaign, Shah said, “The dramatic rise in in-home cooking since the outbreak of the pandemic, was the key trend that informed the making of the show. We worked on the insight that every home chef is looking for extraordinary dishes that makes her a star in the kitchen! And Cheese is the magical ingredient that has the power to help make those dishes. The adage ‘Life is great, Cheese makes it better!’quite sums up the universal love for cheese. The Britannia Cheese StarChef show hones in on Cheese as that special, star ingredient that turns a good dish into a dish extraordinaire.” It soon became the company's best performing digital campaign. Shah said, “The Campaign was significant on two fronts- first, it is the largest single brand Digital Campaign that Britannia has ever embarked upon and second it has performed the best in terms of the metrics that we track for our digital investments. The Click throughs achieved on our promos have been between 200-250% of the industry benchmarks and the campaign has helped drive a significant spike in growth for Britannia Cheese Year till date. The overwhelming response to the campaign made us take it to mainstream TV media towards the end of August.” Altering marketing strategy with changing times The lockdown period proved to be challenging for companies across business verticals in India. There was no rulebook in place for an unprecedented situation such as a pandemic. However, Britannia Cheese understood the magnitude of the situation. To seize the opportunity, it altered its strategies and concentrated on achieving short-term goals. Sharing how the company responded to lockdown, Shah said, “First and foremost, we responded quickly to the changing consumer preferences by keeping our ears on the ground. The Britannia Dairy Team reached out to over 500 retailers in the first month of the lockdown, analyzed the demand-supply situation and the swiftly emerging consumer trends. Anticipating a rapid uptick in cheese consumption, we worked with our manufacturers to ramp up supply by removing bottlenecks and increasing the supply of the fastest moving formats like Cheese Slices, Cubes, Blocks and ‘Cheezza’. Secondly, on the field, we focused on Pareto outlets to ensure that we get a massive increase in throughput from the same stores. We also mapped geographies displaying a huge shift in consumer awareness and adoption to increase our width and depth of distribution of cheese, in the process leading to a sustained growth in our cheese business and growing revenue from E-commerce by over 300% (Apr-Aug’20).” Changing consumer preferences after lockdown Globally, more than <a href="https://www.marketresearchreports.com/blog/2020/07/07/cheese-market-india-leading-players-industry">3,000</a> varieties of cheese are available for consumption, whereas only about 30 to 40 variants are marketed in India. With the changing preference, this presents a huge opportunity for global and local players to grow in the country. As we start entering the unlock phases, the consumer is demanding a range of products to experiment with. Britannia Cheese is also working on expanding its portfolio to meet this demand. “We have put the focus on new outlets and towns and will scale up both range and depth to ensure that we are ahead of the curve, while continuing to tap the potential of e-commerce platforms. Driving availability of even smaller SKUs like Spreads and Cream Cheese is becoming more important and hence, Britannia is driving the width of availability,” said Shah. “The extended stay-at-home period has led to consumers learning how to use the many available cheese formats for the first time. This has led to inorganic business growth in new stores and new towns. Post unlock phase, it’s imperative for us to nurture these stores and towns through loyalty programs, tracking and monitoring,” added Shah. On the brand’s unlocking strategy, Shah said, “With demand stabilizing, the market is again becoming competitive and hence there is a need to increase investment in the ATL and BTL space. We have now taken Britannia Cheese StarChef content on to TV which still delivers the widest reach for us. We have also increased our in –store investment.” Britannia’s focus is going to be on staying agile and invested in making the most out of the behavioral shifts and macro consumer trends. Vision for the brand Britannia is currently the second-largest player in the Rs 850+ crore Indian retail cheese category. Even post-COVID, it aims to be the consumers’ most preferred ally for culinary experimentation. “We will continue to build preference for Britannia Cheese. In the past few years, a lot of consumers have made us an integral part of their cooking forays and celebrations. We value this and are committed to stay invested with a unique positioning and taste delivery, peerless quality and easy accessibility. We aim to build an ever-expanding consumer franchise firmly rooted in their passion point of cooking,” said Shah.

You Searched For "zomato marketing strategy" and got 9 results

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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

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PhonePe, Paytm, Myntra reap benefits of IPL advertising, while Zomato scored over Swiggy without an IPL TV ad-Bobble AI report

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Ola shuts it used car and quick commerce businesses

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Income Tax department raids freshly listed Mankind Pharma’s premises over alleged tax evasion

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