Zomato, Indian restaurant search platform is known for their creative ad campaigns, but this time the brand is in trouble. While the campaign tried to show off their tongue in the cheek humor, the brand later had to apologise. Their creative hoardings which were up everywhere in Delhi and NCR area garnered a lot of social media’s attention. It garnered both positive and negative views but was largely slammed by social media users. Following which, Zomato CoFounder, Pankaj Chaddah tweeted saying, “Hey, while we didn’t mean to, we can see why it can be offensive to people, and we apologize for it. We will take this ad down with immediate effect.”
One poster which has puns on cuss words is getting a mixed response. Some are sharing it as they totally loved the pun and wordplay. But there are some who didn’t like the ad. And the ad didn’t’ go down well with Suhel Seth as well. Soon author Suhel Seth took to Twitter and castigated Zomato and said that their ad was shameful. He even tagged Information and Broadcasting minister Smriti Irani and Advertising Standards Council of India. He tweeted, Shame on you @ZomatoIN ! Absolutely shameful what you’ve attempted to do. Your investors should be sickened by your behavior! @smritiirani : this is outrageous. @ascionline
Here is the tweet:
— SUHEL SETH (@suhelseth) November 30, 2017
Here is Pankaj Chaddah’s tweet:
— Pankaj Chaddah (@pankajchaddah) November 30, 2017
Here are some other Twitter reactions:
They need to work on their customer service it seems:
— Divya Sharma Dixit (@StrategistDivya) November 29, 2017
Sexist jokes never go down well.
What do you say to such a sexist ad….young brands should set an example and not display complete insensitivity to 50% of the population… legitimizing the wrong increases and justifies crime against women. #Sexist advertising #Zomatopic.twitter.com/oVJsmaemwK
— Param Kaur (@param_kaur) November 30, 2017
It’s neat for some!
Zomato is killing it with their hoardings. Neat pic.twitter.com/WTYfw4DJkS
— Jayesh Ughade (@jayeshughade) November 28, 2017
She is fine with the ad!
— Isha (@ishabhansali_) November 28, 2017
Yes, that’s true!
The new Zomato outdoor ones are all cool, except the MC/BC one, IMO. Why even have an oblique reference to an abuse & which demeans women
— bhatnaturally (@bhatnaturally) November 30, 2017
It’s all genuine fun!
It is all in genuine fun! Come on! Maybe don’t put this on a huge hoarding, but please don’t rescind the whole ad altogether!
— What’s in a name? (@k0ol1) November 30, 2017
Other hoardings apart from controversial MC BC ad are:
Hey guys, we at @Zomato (me mostly, I’m a great team player) have been working on some outdoor ads. If you spot one in your city, please share a picture with us (me). Thanks! ☺️ pic.twitter.com/sxl5qYpAuk
— Akshar (@AksharPathak) November 29, 2017
— Jatin Monga (@jatin30monga) November 29, 2017
“The thought process behind the campaign was to leverage outdoor media to catch attention, deliver the key message around online ordering, and create a recall. We’ve just gone live with several of these creatives and we are excited to see how well they have been received. This ad campaign is largely focused on building further awareness about our online food delivery business. While it’s still early days the response to the campaign has been largely positive”, Pramod Rao, Head of Content and Marketing, Zomato told AdageIndia. What do you think about the ad campaign? Sound off your views in the comments below.