Indian restaurant search and discovery service Zomato has been recently killing it with its super witty, creative advertisement hoardings across the country. The ad campaign includes Bollywood puns, pop culture references and hilarious rhymes that will surely make the other competitors reconsider the potential of the medium.
In tune with the brand's theme and colour, a series of bright red billboards with bold white text, have grabbed the attention of daily commuters in Bengaluru, Mumbai, Delhi and a lot of other cities.
One of the ad copies read: "Acche din are finally here..." that directly gives the political pinch. The word "Acche din" has been frequently used by Prime Minister Narendra Modi and now it has become a phrase.
The pictures of the advertisements have gone viral on social media, but it seems that everyone has not taken it in the right sense. Especially, one particular ad has sparked mixed reactions online. Commentator and author Suhel Seth took to Twitter and termed the ad as 'shameful one'. He has also tagged both Information and Broadcasting minister Smriti Irani and the Advertising Standards Council of India in the tweet.
In response to the tweet, Zomato's co-founder Pankaj Chaddah has immediately apologised for the ad. He said that the company will take it down.
However, many people have disagreed with Seth and have praised Zomato for those witty as well as humorous ads.
Zomato's latest ad campaign comes after it launched its food delivery service through the acquisition of food delivery start-up Runnr in September. The company has been facing tough competition from Swiggy and UberEats in the food ordering, restaurant curation and delivery service space from quite sometime now.