The colorful Holi festival, with its rainbow-like celebrations, has inspired polarized advertisement campaigns from food delivery giant Zomato and fast commerce platform Zepto. Zomato’s advertisement is strong on the safety of its delivery executives, emphasizing the dangers they endure when exposed to water balloons and color attacks.
The campaign graphically illustrates the harassment, equating it to unacceptable workplace conduct, and drives home its message with a straightforward appeal from its marketing head to refrain from targeting delivery staff.
This strategy highlights Zomato’s dedication to safeguarding its employees during the festive season. Conversely, Zepto’s ad, which is a tie-up with detergent brand Surf Excel, takes a lighter tone. The commercial features a Zepto delivery executive first trying to ride out the riot of colors of Holi but eventually giving in to the festive mood. The story ends with a concerned resident ordering Surf Excel for the executive to get his clothes cleaned, indirectly pitching the product while also sympathizing with the plight of delivery personnel.
This representation, though apparently less overt than that of Zomato’s, does not suggest that it is not concerned about its workers. Instead, it presents an alternative image, highlighting the potential for positive engagement and support from the community during the festival.
It highlights the fact that both brands, as much as their differing creative approaches, have one thing in common: responsible celebration. It warns against the misreading of Zepto’s method as a lack of concern, highlighting the fact that both businesses actually urge people to celebrate Holi while practicing caution and respect. The difference between the two campaigns underscores the varied ways companies approach social themes during celebratory times, indirectly leading to a more responsible and inclusive celebration of Holi.
