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4-min read

Zomato’s Latest Ad Campaign Has Left A Bad Taste Among Twitterati

Zomato rolled out a bunch of cheeky outdoor campaigns that have received mixed responses from social media users.

Anurag Verma | CNN-News18

Updated:December 1, 2017, 10:24 AM IST
Zomato’s Latest Ad Campaign Has Left A Bad Taste Among Twitterati
Photo credits: Suhel Seth / Zomato

Zomato - a restaurant search and discovery service - recently rolled out a bunch of cheeky outdoor ad campaigns that are grabbing the attention of daily commuters.

The ad hoardings include Bollywood puns and witty pop culture references that are turning heads as many social media users took to Twitter to share every ad they spotted in their city.

Needless to say, the ad campaign with its funny creatives has gone viral on social media.

Here are some hoardings:


zomato 1

zomato 2

zomato 3

Akshar Pathak, a Zomato employee took to the microblogging site and wrote, "Hey guys, we at @Zomato (me mostly, I'm a great team player) have been working on some outdoor ads. If you spot one in your city, please share a picture with us (me). Thanks!"

While many appreciated the creativity.

Some didn't. This particular ad didn't go well with the author and social commentator Suhel Seth. The ad includes puns on "MC" and "BC" – acronyms for Hindi profanities.

The copy read,

"MC. BC.

mac n' cheese? butter chicken?"

mc bc ad

Some found it sexist.

Calling the ad "shameful," Seth tagged the Information and Broadcasting minister Smriti Irani and the Advertising Standards Council of India in a tweet and wrote, "Shame on you @ZomatoIN ! Absolutely shameful what you’ve attempted to do. Your investors should be sickened by your behaviour! @smritiirani : this is outrageous. @ascionline"

Twitterati had mixed reactions to Seth's tweet.

Following the outrage, the company's co-founder Pankaj Chaddah immediately apologised for the ad, saying that the company will take it down.

"Hey, while we didn't mean to, we can see why it can be offensive to people, and we apologize for it.

We will take this ad down with immediate effect. cc @AksharPathak @prao24," Chaddah wrote.

Seth later acknowledged Chaddah's apology and wrote, "That is wonderful and what’s even more is that you have amazing grace and a sense of fairness. This is what great brands are about!"

And there was some banter between the Zomato employees.

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