Zomato launches ‘On-Time or Free’ campaign that promises prompt delivery

The service will be applicable across menus and in 100+ cities in India, making Zomato the only food app to guarantee on-time delivery

e4m by exchange4media Staff
Updated: Dec 16, 2019 5:27 PM
Zomato e4m

Things just got a little more interesting in the delivery universe, with Zomato’s new On-Time or Free (OTOF) campaign. As the name suggests, Zomato users will now get their food guaranteed on time or get their money back. Do not be surprised if you find Zomato users on the edge, waiting for their order – the only catch being that they will now be hoping for it to be late. 

 Traditionally done with only one dish/ cuisine, Zomato’s On-Time or Free will be applicable for the entire Zomato menu of thousands of restaurants across 100+ cities in India. This makes Zomato the first and only food delivery app to offer guaranteed on-time delivery. 

 Users just have to click on ‘On-Time or Free’ when placing their orders and will get their money back if Zomato fails to deliver on time.

Speaking on the launch, Sandeep Anand, CMO- Food Delivery, Zomato, said, “Our presence across India allows us to serve millions of people every month and interact with them in multiple ways. These interactions have time and again proved that timely delivery is one of the main ingredients in rendering a great food experience to our users. While we have been working with our partners on the back end to reduce the average delivery time, we are now bringing guaranteed on-time delivery with ‘On-Time or Free’. We have designed this offering taking into consideration multiple order touchpoints and diverse food offerings on our platform.”

‘On-Time or Free’ is carefully designed so that neither restaurants nor delivery partners are hard-pressed on time to fulfil orders. In fact, neither of them are even notified when an order falls under this category for them to follow the due course for every order.

 Zomato has rolled out a TV campaign on the feature based on the theme of ‘kabhi to late ho jaata’. The ad features many users who opted for ‘On-Time or Free’ with a hope that this time Zomato will be late, only to be disappointed when it comes right on time. The ‘thoda sa late ho jaata’ song on the background correctly depicts the emotions of users frustrated to receive their order on time, every time.

Zomato has roped in Vijay Deverakonda to represent ‘On Time or Free’ campaign in Southern markets. The TV ad features Vijay, as a Zomato user, who has opted for ‘on-Time or Free’.

Talking about the campaign, Actor Vijay Deverakonda said, “When I heard about the concept behind ‘On-Time or Free’ I immediately resonated with it as a customer. I hope people enjoy availing it as much as I enjoyed bringing it to life with the Zomato team.”

The campaign has been ideated by McCann and directed by Sainath Choudhury and produced by Unnati Agarwal of Purple Vishnu. It has also been adapted in Telugu, Tamil and Kannada. There are also creative activations across online and social media platforms, to amplify digital conversations, including interactive digital engagements on Twitter and Instagram.

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