From the streets of Indore, Madhya Pradesh, a video has emerged online showing a female delivery partner riding a bike while carrying what appears to be an empty parcel box.
It was reported that the girl rode throughout town to get the name of the delivery services into people’s heads and that her attractiveness attracted the attention of commuters. She rode her bike on city streets without her helmet, exposing her long locks and wearing a pair of short denim overalls. VIDEO
Indore #Zomato marketing head had this idea. He hired a model to drive around with an empty zomato bag for one hour in the morning and one hour in the evening. @zomato is on a roll… 😁😁 pic.twitter.com/kuwVpNzewu
— Rajiv Mehta (@rajivmehta19) October 16, 2023
This video is blowing up on social media.
It was speculated that the whole thing had been a publicity gimmick to get people interested in the product. It was said that the firm had used a model in the advertisement.
At least twice a day, the girl apparently rode with the Zomato box on her back seat, as alleged by one of the posts on X. The concept was ostensibly geared toward customers who would place an order and anticipate receiving their meal from her.
Web users chime in
The video has since been widely shared online. Many commenters on online forums have poked fun at her for not wearing a helmet, wondering if the MP Police had noticed. The response said, “Sexy pehle safety baadme aapka apna Zomato.”
Meanwhile, others commented, “Ab to log bhar bhar ke order karwayenge ki ladki ayegi,” in response to the marketing team’s novel notion. It’s likely that customers may place further orders only to have the girl return to their homes.
इंदौर पुलिस ने @zomato वाली इस महिला का हेलमेट ना पहनने पर चालान नहीं काटा? @MPPoliceOnline https://t.co/hgAwOHZUmK
— Jitender Sharma (@capt_ivane) October 16, 2023
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Business Reactions
On Tuesday, however, Zomato founder and CEO Deepinder Goyal made it clear that the company does not support going without a helmet when cycling.
Moreover, he clarified that Zomato is not the source of the popular video but rather “someone just free-riding on the brand.”
Analyzing the Implications
This viral event raises several questions. Is such a marketing strategy effective in the long term, or does it simply create a flash-in-the-pan moment of viral fame? More importantly, when does creative marketing cross the line into irresponsibility, especially in matters of public safety?
What this incident undeniably showcases is the power of viral marketing and social media in today’s interconnected world. However, it also serves as a cautionary tale for brands to consider the ethical implications and potential consequences of their marketing strategies.
