Watch: Deepinder Goyal's Zomato celebrated its 16th birthday with a self-roast, featuring rival Swiggy
Zomato, a major player in the food delivery and quick-service industry, is famous for its creative marketing campaigns. Recently, the company launched a campaign that stood out for its unique approach. The NSE-listed brand decided to showcase itself in a new light, capturing the attention of a broader audience.
Zomato, a leading name in the food delivery and quick-service industry, has always been known for its inventive marketing campaigns. Celebrating its 16th birthday on July 10th, Zomato decided to do something truly unique and entertaining¡ªa self-roast event. Instead of targeting others, Zomato invited popular comedians to roast the company itself, making it a fun and memorable occasion. This bold move not only showcased Zomato's sense of humour but also reinforced its strong brand presence.
Sweet Sixteen and Gold membership
Zomato Ad
Popular food delivery platform Zomato celebrated its 'sweet sixteen' with style by placing a full-page advertisement in a major newspaper, catching the eye of many. The ad, resembling political billboards seen on roadsides, featured a large, smiling photo of Zomato¡¯s founder and CEO Deepinder Goyal, along with smaller pictures of the company's top executives. The heartfelt message in Hindi read, The heartfelt message in Hindi read, ¡°16th janamdin par aap sabhi ko apna pyar barsane ke liye koti koti dhanyawad¡± which translate ¡°On our 16th birthday, big thanks to all of you for showering us with love.¡±
The ad ended with an invitation for all Zomato customers to join the birthday celebrations by offering a 6-month Gold membership for just Rs 30. Zomato Gold gives extra benefits like free delivery from any restaurant within 7 km for orders over Rs 199 and up to 30% off on top of current deals at more than 20,000 partner restaurants across India.
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Zomato's Self-Roast Event
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Zomato organised a self-roast event, inviting popular comedians to roast the company on its 16th birthday. This self-roast was different from typical roasts as it featured jokes aimed at the company itself. The event, held by the Gurugram-based quick service company, was a special way to celebrate Zomato's 16th birthday.
Featuring Rival Swiggy
Adding an interesting twist, Zomato's roast also featured its rival brand, Swiggy. Comedians like Gaurav Kapoor and Samay Raina participated in the event. One of the comedians even wore a Swiggy delivery uniform while delivering the roast, which is unusual since featuring a competitor in such a manner is often considered taboo.
Deepinder Goyal in Attendance
Zomato's CEO, Deepinder Goyal, attended the event. Alongside him was Albinder Dhindsa, CEO of Blinkit, one of Zomato's significant acquisitions. Their presence added to the event's significance, showcasing the leadership's support for this bold marketing move.
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Mocking Political Advertisements
In addition to the roast, Zomato published a newspaper advertisement mocking typical political ads. This ad used phrases like 'koti koti dhanyavad' and referred to company officials as 'pramukh' and 'upp-pramukh', adding a humorous touch to the campaign.
Zomato Roast Video Online
Zomato has made the roast videos available online for everyone to enjoy. The self-roast not only entertained but also boosted the company's presence and visibility.
Watch the video here:This self-roast event, celebrating Zomato's 16th birthday, highlights the company's innovative marketing strategies and willingness to take bold steps to engage with its audience.
Zomato and Swiggy Increase Platform Fees
Food delivery companies Zomato and Swiggy have raised the platform fee they charge customers to Rs 6 per order in key markets like Bengaluru and Delhi. This is a 20% increase from the previous fee of Rs 5 in these areas. In Bengaluru, Swiggy is also showing a platform fee of Rs 7, which is then discounted to Rs 6 at checkout.
Both companies started charging platform fees last year, initially at Rs 2 per order. These fees are important for delivery companies as they help increase their earnings per order. With Zomato and Swiggy dominating the market, they are experimenting with platform fees to boost their overall revenue and profits.
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