Zomato issued a statement on Monday after the company’s latest advertisements featuring Katrina Kaif and Hrithik Roshan were criticised on social media. Zomato released a long statement where they addressed the issues raised by the viewers of the advertisements. Netizens called out the food delivery aggregator for the ‘ill-treatment’ of its delivery partners.
NEW ZOMATO ADS
Zomato recently released two ads – one features Katrina Kaif while Hrithik Roshan makes an appearance on the other ad. Both the advertisements have a similar premise. In one of the ads, the delivery partner arrives outside the customer’s apartment and rings the bell. He is stunned when Hrithik Roshan opens the door. The actor wants to click a selfie with the delivery partner and he asks him to wait while he goes inside to get his phone. The delivery partner is happy to oblige until his phone beeps, notifying him about his next order and he leaves without clicking the selfie.
The ad featuring Katrina Kaif also plays out along the same lines.
Watch the latest ads featuring Hrithik Roshan and Katrina Kaif here:
ZOMATO ADS WERE SLAMMED
These advertisements were slammed for being tone-deaf and diverting the conversation around gig worker payout and their working conditions. Some social media users also pointed out that these advertisements suggest that the delivery partners do not have a minute for themselves between delivering orders. Others said that the company spends money on celebrity ads rather than paying its delivery partners well.
ZOMATO REACTS TO THE TROLLING
The other side of the story… pic.twitter.com/hNRj6TpK1X
— zomato (@zomato) August 30, 2021
Zomato responded to the criticisms in a long statement. They mentioned that the ads were conceptualised about 6 months ago and were shot 2 months back. While making these ads, the company’s main goal was to make delivery partners the hero of the ads, highlight that we should talk respectfully to delivery partners, raise the level of dignity associated with a delivery partner’s job and reiterate that every customer is a star for the company. “We believe that our ads are well-intentioned, but were unfortunately misinterpreted by some people,” the statement read.
“As we shared in our quarterly shareholder letter before, we’ve been actively working on this already, and our delivery partner Net Promoter Score (NPS) has increased from -10% to 28% (and continues to rise). We will also, very soon, publish a blog post explaining why we think our delivery partners are fairly compensated for the work/time that they put in,” the statement further reads.
FULL STATEMENT FROM ZOMATO
Here’s the full statement from Zomato:
“On our latest TV ads featuring Hrithik and Katrina…
We released new TV ads (featuring Hrithik and Katrina) a week ago and have been receiving mixed feedback about them. Here’s what some people are saying our TV ads highlight –
Our ads are tone-deaf and we hired celebrities to divert the conversation around gig worker payouts and working conditions
Our delivery partners don’t even get a minute to themselves between orders and stay under extreme pressure come rain or shine
We would rather spend $$ on celebrity ads than pay our delivery partners well
Since there are always two sides to a story, we would love to present our point of view. These ads were conceptualised 6 months ago (long before any social media chatter around gig worker payouts/working conditions), and were shot 2 months ago. We shot these ads with the following goals in mind —
Make delivery partners the hero of the ad
Highlight that we should talk respectfully to delivery partners (like Hrithik and Katrina do in the ad, and very few other people do)
Raise the level of dignity associated with a delivery partner’s job
Demonstrate the pride which most of our delivery partners serve our customers with
Last but not the least, reiterate that every customer is a star for us and no less than Hrithik or Katrina
We believe that our ads are well-intentioned, but were unfortunately misinterpreted by some people.
Having said that, we have been intently listening to all the chatter about gig workers and all the problems associated with this part of the economy. As a company, we have always acknowledged whenever we’ve come short, and we understand that you expect more and better from us.
As we shared in our quarterly shareholder letter before, we’ve been actively working on this already, and our delivery partner Net Promoter Score (NPS) has increased from -10% to 28% (and continues to rise). We will also, very soon, publish a blog post explaining why we think our delivery partners are fairly compensated for the work/time that they put in.
We thank everyone for pushing us to do better and we urge you to continue keeping us on our toes. We won’t shirk away from our responsibility.”