While on one hand, Zomato has been in the news for layoffs, failing to meet revenue targets and shutting down ventures such as Cashless in Dubai, with the other hand it’s just released two new ads that encourage customers to use their online delivery option.
Zomato launched their online ordering and delivery feature in February 2015, funnelling an estimated 300 crore into the venture. As a part of the venture, they’ve begun a social media campaign, and launched ads on YouTube which will soon be broadcasted on TV.
Directed by Shoojit Sircar (of Piku fame), the ad explores a part of human experience that Sircar is familiar with; the parent-child bond.
In one ad, which was released last week, a daughter goes to visit her father and finds him cooking pasta, claiming that even though he and her mother have separated, he can still cook. However, the pasta turns out to be a burnt mess and the daughter saves the meal by revealing that she ordered through the Zomato app.
Similarly, the second ad, which was released on November 1st portrays a son visiting his mother and ordering from the Zomato app so that his mother doesn’t have to cook.
While the ads show that the app is quick and easy to use with a database of over 12,000 restaurants and guaranteed quick delivery, they are especially appealing to the youth; a generation that is comfortable with technology and is drawing in the income to order in.
Will you be booking some family time with your parents and trying out the app?