4/5/2019 0 Comments Delivery Apps & Social Issues
Zomato and Swiggy have been in competition from a very long time, and with the increased need for food delivery their importance has induced. So their indulgence and promotion of social issues becomes a great way to include the youth in the campaigns
Food Apps like Zomato and Swiggy have a unique way of advertising themselves as well as the social issues in India. With the food business booming, these apps have made an imprint on the minds of the consumers. When they advertise themselves, its not just about the food, but the people; thus, the relativity becomes very high. So, when their advertisements include social issues, it become highly important for the people to follow it, as it is their favourite food delivery company that has made life so much easier for them sharing an issue which they need to pay attention to. Recently Zomato did a Voting campaign with the tagline, “Some results aren't in your hands, some are.” Which had a very interesting video highlighting how well their research strategy is. Firstly Zomato asked people from various cities to vote favourite food, and when there were disparity in the answers, it asked the people, if that is how the decisions are going to be made
Swiggy on the other hand, did an excellent campaign on labour day wherein it asked its consumers to call the delivery boys by their name and not just ‘Swiggy’ because that is not their identity. By promoting the use of a person’s identity instead of their brand name is somehow very different strategy for most, as brands usually wanted people to associate things with their name; yet their step towards the humility towards its delivery boys will increase emotional connect between people and the brand.
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