Zomato Looks To Counter Gig Worker Criticism

• ByAyushi Ray     |    August 28, 2021

Zomato looks to counter gig worker criticism. They released a star-studded advertising campaign, honouring its delivery executives, at a time their wages and work hours are gaining public attention. The ‘Har customer hai star’ campaign, made by advertising agency McCann India, shows Zomato staff delivering orders at the homes of top Bollywood actors. “While our delivery partners are excited about spending those few extra minutes at the doorstep with their beloved stars, they instead choose to honour their duty and head out to fulfil the next customer’s order. This campaign is a tribute to all our delivery partners and their commitment towards their service,” Zomato said in a note on the new campaign. 

This campaign came at a time, when criticism was erupting regarding the fact that riders had to work long hours, with declining incentives, for low pay. In the past few months, several anonymous Twitter handles have cropped up to highlight the daily ordeals of food delivery staff. Advertising and branding experts feel the campaign may benefit Zomato’s image but is unlikely to impact the lives of gig workers. “Delivery boys being glorified is an old story. Films like these don’t alter consumer behaviour. Unreal portrayals such as these only make the brand look good and don’t really change the life of the delivery boy,” said Sandeep Goyal, chairman of Mogae Media, a marketing and communication agency. Goyal said the only “fair” way to treat gig workers is to pay them more.

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