Did Zomato salute Swiggy in new Republic Day ad?
Zomato's new film has a sweet message for India's uniform-clad warriors, which include food delivery agents
Published - Jan 27, 2023 2:58 PM | 3 min read
Brand wars are nothing new in the ad world, whether it's Dove vs Sebamed, Burger King vs McDonald's or Domex vs Harpic. It's always entertaining to watch brands take the mickey out of each other in subtle and not-so-subtle ways. But how often does one see rivals appreciate another? Food delivery app Zomato seems to have tipped its hat to arch-rival Swiggy in its new ad for Republic Day.
The food delivery app dropped its latest ad film for Republic Day, focussing on everyday uniform-clad warriors -- from sweepers to medicos -- who do their best to serve society.
The film #RespectAllUniforms from brand Zomato intends to right a serious wrong in our society where there's an inequality in the measure of respect given out to certain occupations. While a watchman may don a uniform like a policeman or a doctor does, the former is not treated with the same dignity as the latter.
Despite working round the clock, delivery agents who race against time to drop off food to hungry customers, often do it at the cost of great personal risks. News is rife with stories of delivery boys getting assaulted by irate customers or getting attacked by pet dogs. Yet, there isn't much appreciation for their service. Instead, they are often left in a vulnerable position, having to deal with customer complaints and bad feedback directly.
The film is shown from the point of view of a Zomato delivery man who is en route to drop off food. Along his way, he encounters sweepers, nurses, doctors, traffic police and air stewardesses. He offers them a salute as a mark of respect for their steadfast service, prompting them to also return the favour. In the end, he comes face to face with a delivery agent of a rival brand and salutes him.
While it's not explicitly mentioned, people are convinced that the other delivery agent is a Swiggy worker since his uniform is orange, the brand colour of Zomato's rival.
The subtle tribute by Zomato (if it is indeed for Swiggy) is a rare moment of brand camaraderie in the Indian ad world. As audiences, we are used to seeing brands getting petty, and making overt and covert references to rivals.
While Swiggy is yet to respond to the ad, users are quite chuffed with the film and appreciated Zomato's kind gesture.
"After the dig that Swiggy took at Zomato few days back, this is very sporting and profound on part of Zomato! Salute to your creative team, even though they don't don a uniform," said one user on LinkedIn.
"Salaam to competitors in the end ??" read another comment.
"Zomato and team very meaningful and creative advertisement. A Salute to your backend creative? hashtagRespecthumanity
Swiggy part in the end was like a last ball six hashtagcricket moment," said another user.
"Zomato nailed it by adding a delivery executive representing Swiggy in the ad. Brilliant!" said another.
Previously, sworn brand rivals have also come together for common causes. Burger King famously asked people to "Order from McDonald's" during the pandemic when the fast food industry was seeing massive retrenchment. Another time, it announced "No Whopper Day" to help McDonald's sell more of its Big Mac, the proceeds of which went to a cancer charity.
Delivery app Dunzo also extended support to rivals Swiggy, Grophers and Big Basket in their #EveryDaySuperheroes campaign.
It will be interesting to see whether Swiggy will acknowledge Zomato's gesture and return in kind in the coming days.
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