Success is never an overnight phenomenon. We all have heard this many times, and it is indeed true. But when we specifically talk about the marketing world, and that too in this privatized and globalized one, things can never apply symmetrically. It is like what they say, “नाम बिकता है” which means a product is sold on its name instead of its quality.
This approach has led marketing-based organizations to advertise in a creative way. In that pursuit, they sometimes use the emotions of people and even go to an extent to hurt them so that they could get attention. The best and most recent example of this is Swiggy.
Swiggy is seeking attention
If you don’t believe it, then look at the recent events related to Swiggy. On the occasion of Holi, their grocery department, Swiggy Instamart, released an advertisement that received people’s backlash rather than fame. In the aforementioned ad, they attempted to link eggs with the festival of Holi, and when the water level started rising, Swiggy quietly decided to remove those hoardings.
– @Swiggy did you put up the same billboard during Eid, asking Muslims to refrain from slaughtering goats or during Christmas urging Christians to not cut down trees? Keep your Hinduphobia out of our festivals and let us celebrate Holi the way we want. #HinduPhobicSwiggy pic.twitter.com/Nx4uYPqpr9
— Mithie (@_ahania) March 7, 2023
In the advertisement, a checklist of egg usage is displayed, which advises against throwing eggs at someone’s head. The advertisement had the hashtag #buramatkhelo. It was demeaning, as hardly any instances have been found where throwing eggs on someone’s head is part of celebrating Holi.
Removing the advertisement is just a part of the strategy to show that it was unintentional, which it is not. Even a kid in this country knows what Holi is and how, just days before Holi, new propaganda starts. It is just a hit to the ages-old civilization with the intention of gaining attention so as to remain a relevant name in the market. And as Hinduism is tolerant, Swiggy knew that it was a soft target and tried to outsmart the people.
Swiggy wants meat to be delivered to the temple
But in the second incident, there was not as much intelligence visible. A delivery partner refused to deliver to a temple at his location. Swiggy fired that delivery partner over it, but what was his mistake? His name was Sachin Panchal, and his mistake was that he did not want to compromise his religion by delivering meat to the temple.
These incidents are nothing but the result of an eagle-eyed search for opportunities to get attention. It is also a fact that Swiggy is making losses, so the company has used the incident as an excuse to fire the delivery boy. And the Holi incident, on the other hand, proves that wokism is the only way left for Swiggy.
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