Zomato's TV ads featuring actors Hrithik Roshan and Katrina Kaif were met with criticism. Several people took to Twitter, alleging that the ads are 'tone-deaf' and that it hired celebs to divert the conversation around gig worker payouts and working conditions. As many are already aware, there has been an ongoing debate around the working condition and plight of the delivery partners.
The company has now released a statement and said that the goal of the ads featuring Hrithik and Katrina was to make its delivery partners heroes. Sharing their side of the story, they stated that their intention wasn't to hurt anyone.
Many on Twitter also alleged that the delivery partners don't even get a minute to themselves between orders and stay under extreme pressure. Many added that the company should have used the money spent on celebrity ads to pay its delivery partners. Reacting to this, Zomato said that the ads were conceptualised six months ago (long before the debate around gig worker payouts and working conditions began) and they were shot two months ago. ALSO READ:The Temperatures Just Soared High Up Making Us Feel Really Hot In The Middle Of Monsoons, Thanks To These Recent Clicks Of Heartthrob Hrithik Roshan
Furthermore, the company also said that the goal of these advertisements was to highlight that we should talk respectfully to delivery partners, raise the level of dignity associated with a delivery partner's job and reiterate that every customer is a star for the company. "We believe that our ads are well-intentioned, but were unfortunately misinterpreted by some people," wrote Zomato.