Home / News / India /  Zomato, Swiggy launch campaigns to revive demand

From messaging around a mother’s protective shield to highlighting the need to care for restaurant staff, online food platforms Zomato and Swiggy have launched advertising campaigns—with offers—aimed at convincing customers to start ordering again.

In the process, they hope consumers who are spending hours more at home while restaurants remain shut will help revive demand and get the food and catering business up and running again.

Zomato and Swiggy both announced job cuts in May as the pandemic-induced lockdowns resulted in a huge drop in restaurant listings and food deliveries. Order volume dropped by 60-70% during the lockdown.

Zomato, in its new TV ad, shows a mother approving safety levels of the food delivery by the platform and allowing her son to order online.

It’s because mother knows best, said Mohit Sardana, chief operating officer-food delivery at Zomato. Mothers are the ones keeping a tight check on their family’s safety and food hygiene. “Therefore, it is important for us to have mother’s stamp of approval on the multiple layers of safety nets and hygiene protocols we have established to ensure safety of food," he added.

The new marketing campaign is also being promoted across digital platforms such as YouTube and over-the-top online video streaming platforms Hotstar and Voot. In April, Zomato launched Zomato Gold Support Fund advertising its annual Gold (now Pro) membership, saying all proceeds from subscription fee in April will go toward helping the restaurant staff.

Swiggy, apart from talking about safety, has also launched multiple discounts and offers. It has also rolled out a campaign highlighting the plight of staff at various restaurants that have been hit by lockdowns.

In June, the food ordering platform in collaboration with the National Restaurant Association of India (NRAI) launched a campaign #AtYourService, urging customers to support their favourite restaurants by ordering or dining in.

Swiggy was also a part of a food security initiative for restaurant staff in association with Pepsi and NRAI. Pepsi said it will donate a part of the proceeds of the maximum retail price of every soft drink ordered from a restaurant listed on Swiggy to NRAI’s employee relief corpus.

Srivats T.S., vice-president - marketing, Swiggy, said the platform is focused on supporting the restaurant community in every way possible.

“We hope to help restaurant workers with an intent to stabilize their lives," he added.

Advertising experts said consumer confidence building initiatives will help revive demand and build brand loyalty at a time when the industry is reeling from covid.

“Swiggy took a slightly wider appeal of getting patrons into the outlets and supporting businesses," said Naresh Gupta, co-founder and chief strategy officer at advertising agency Bang In The Middle. “Today, for every eatery, the question is of survival, and they can’t survive by just taking orders and delivering. Both brands need to build traction for the eateries."

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