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Hindustan Times
20 hours ago
- Business
- Hindustan Times
Men in ads need more nuanced portrayal
Brands riding on Father's Day celebrations last Sunday launched their print and digital campaigns to capitalize on emotions linked to the occasion to influence customers. Companies, across categories, that released special communication marking Father's Day included SBI Life, Instamart, Niva Bupa Health Insurance, Myntra, De Beers and Zomato among others. The Zomato campaign stood out for its storytelling and collaboration with other leading digital brands, said communications strategy consultant Karthik Srinivasan. While Zomato, Blinkit and District are part of the same company, other apps which collaborated on the ad included Urban Company, Uber and Spotify. Its quintessential message was that 'Appa' (dad) works harder than all these apps put together as he repairs home appliances, sings lullabies and transports his child on his two-wheeler. 'The caring father evokes the sentiment that before you used apps to do things, there was only 'Appa,' Srinivasan said. Diamond company De Beers' print ad was a hand-written note of appreciation from a GenZ daughter to her dad thanking him for starting to understand her lingo, binge-watching K-dramas with her and accepting her fashion sense. 'Not just in Father's Day campaigns, but usually brands showcase only the ideal version of men in ads. Unlike in films, there is no place for a hero or a villain in advertising,' Srinivasan said. Toxic masculinity may be on display in films like 'Kabir Singh' or 'Animal' since movies reflect at least some reality while ads are aspirational, he added. Lately though, the depiction of men in advertising and films has become a subject of great debate. Based on research by Kantar, the Advertising Standards Council of India (ASCI) Academy released a report in March titled 'Manifest: Masculinities Beyond the Mask, in collaboration with the Unstereotype Alliance and Religious Brands. 'Today, masculinity -- and the patriarchal structures that organise society -- are facing a crisis… Simultaneously, women are rising as equals and competitors,' the report said. In certain categories like e-commerce, tech, and menswear, there's a more evolved depiction of men -- softer, more caring, and less driven by ego. 'However, this seems to be a re-working of the traditional gentleman role, rather than a substantial challenge to the predictable man script. Some of these narratives that, at first glance, seem progressive, may also create more pressure by asking men to live up to both the protector and the caregiver, instead of un-stereotyping masculinity,' it said. Srinivas noted that the nearly 30 Father's Day ads he saw, pitched dad as the caregiver and provider, with no new thought. Ekta Relan, chief strategy officer, Saatchi & Saatchi India, agreed that the archetypical father ads, except Zomato, were underwhelming. The ASCI Academy report focused on the 'crisis' in traditional masculinity, with men feeling increasingly alienated, insecure and confused owing to societal changes and rise in gender equality. It sought a nuanced approach to depicting men in ads given the pressures they are facing. At a webinar organised by the Market Research Society of India (MRSI) on the same theme, Ekta Relan said that the reasons for men's identity crisis are rooted in women's empowerment journey over decades. 'In redefining the role of a woman, a man's role at home, in the family and society also got redefined. And they aren't conditioned for it,' she said. One response to this identity crisis was the resurgence of the alpha male seen in films like 'Animal'. 'The other was masculinity taking pride in sharing the load,' Relan said. For decades, there was a hero who never died, a father who never changed diapers and a professional who never failed. 'But now we see a father tearing up at his daughter's graduation ceremony and a CEO posting about his anxiety on social media,' she said. When 'Animal' succeeds, it raises questions about their real identity. But Relan said the future of masculinity isn't singular. 'Variations will co-exist which is an opportunity for brands. They must choose and sharply project the core of masculinity they want to represent because a male consumer today is not choosing a product, but an identity,' she said.
Mint
5 days ago
- Business
- Mint
Midnight's new children fuel booming late-night delivery economy
NEW DELHI : In recent months, 37-year-old Sahiba Singh has been ordering either desserts or snacks such as momos and burgers after 10 pm. The New Delhi resident attributed this to both availability of more brands on quick commerce and food delivery apps, as well as for satiating her own late-night cravings. Singh's example is emblematic of a new trend emerging among consumers across India. Driven by hectic work schedules and a growing desire for convenience, late-night food and essential deliveries are effectively creating a new 'prime time' for restaurants and quick commerce platforms. For instance, food delivery major Swiggy Ltd.'s quick commerce service Instamart is witnessing a surge in late-night orders. 'Whether it's satisfying late-night cravings, grabbing last-minute essentials, or preparing for the next day, customers are increasingly turning to quick commerce for convenience," a company spokesperson said. 'While metropolitan areas have traditionally led this trend, Instamart is seeing strong adoption spreading across smaller cities, too." The company operates dark stores throughout the day or for 24 hours in more than 25 cities. Snacks, beverages, ice creams, sexual wellness and feminine hygiene products, among others consistently drive its late-night demand, with spikes during festive seasons. Also read | India's next 10-minute delivery? Domestic workers on demand The company did not share data specific to its food ordering app Swiggy. However, in its 2024 food trends report, the food delivery app reported 215 million dinner-time orders–nearly 29% higher than lunch orders. Additionally, chicken burgers proved to be the ultimate midnight indulgence on the food ordering platform with 84 million orders between 12 midnight and 2 am. In its previous two editions, Swiggy did not disclose data for late night or dinner orders. Queries sent to Eternal Ltd, parent of Swiggy's rival Zomato and its quick commerce platform BlinkIt remained unanswered. However, in its FY24 annual report, the company said most late-night orders came from Delhi NCR, while most breakfast orders came from Bengaluru. Restaurants seeing surge, too Meanwhile, restaurants are also seeing late-night orders, although some companies say the trend is relatively muted outside the large metros. Plus, administrative and regulatory restrictions abound. Fast food chain Wow! Momo is extending its store opening hours at several locations to later than midnight, up from 11 pm previously, to cater to rising demand. 'In many places, we are trying to stay open till late," said Sagar Daryani, the company's chief executive and co-founder. 'Late-night orders have become bigger for us than even lunch," Daryani said. 'This was especially seen during the Indian Premier League (IPL). This is on account of changes in consumer habits, late-night socializing and a propensity to eat out more." The shift has been more pronounced in the past 12-18 months, Daryani added. Read this | IPL 2025: Restaurants see strong delivery growth driven by cricket fever Nishant Kedia, chief marketing officer-India at Rebel Foods, said while Hyderabad and Bengaluru show strong demand after 11 pm, the trend is not consistent across cities. Rebel Foods operates cloud kitchen brands such as Faasos, Behrouz Biryani, Oven Story Pizza, Mandarin Oak, and The Good Bowl, in addition to offline stores in India. 'These are typically driven by local consumption habits and the presence of BPO companies and offices that operate late into the night," Kedia said, adding that 'single-serve comfort items" such as burgers and desserts perform particularly well during late-night hours. In Hyderabad, biryani remains a popular choice even at night. 'We've selectively extended operating hours in high-demand markets where it makes business sense," he said. Westlife Foodworld and Connaught Plaza Restaurants, operators of McDonald's restaurants in India, declined to respond to the queries around late-night operations. Also read | Is quick commerce eating into the food delivery market? Not all glory Aayush Madhusudan Agrawal, founder and director of Lenexis Foodworks, which operates Chinese Wok, Big Bowl, and The Momo Co., said night ordering tends to be catchment-specific. 'While a base level of demand always exists, the operational overheads—from staffing to logistics—have to make sense to service those orders sustainably," he said, adding that late-night order volumes remain flat across its own ordering channels as well as aggregator platforms. 'While some local brands and cloud kitchens in metros do attempt to cater to late-night demand, it remains a niche opportunity with viability challenges," Agrawal said. Kedia said that outside of large cities, demand for late-night deliveries remains relatively muted due to fewer late-night workplaces and earlier sleeping habits. 'Additionally, administrative restrictions—like local authorities not permitting operations past midnight or housing societies limiting entry—pose logistical challenges for consistent late-night delivery," he added. And read | Wow! Momo appoints Avendus for fresh round; Lighthouse Funds to exit completely
Time of India
13-06-2025
- Entertainment
- Time of India
Instamart's new ad brings a fresh take on dad's old companion
This Father's Day, Instamart has brought a fresh take on dad's old companion with a campaign that's equal parts heartwarming and hilarious. Through its Father's Day digital film , Instamart paints a comical-yet-relatable picture of how children have grown up watching their dads treasure their overstuffed wallets , so much so that the wallet becomes a character in the family. Narrated from the point of view of a witty teenage son, the film cleverly flips the idea of 'papa ka batua' to 'batue ka papa,' showcasing how dad has become emotionally (and literally) inseparable from his old wallet. From metro cards to love letters and even a business card of a family astrologer, the story explores everything dad's wallet holds, except space for the son's party money. The film culminates in a sweet Father's Day twist, where the son finally orders a brand-new wallet for his dad from Instamart, delivered within ten minutes. With the quirky promise, 'Papa ki puraani sampatti chhurwao, apne daddy wapas pao', Instamart's ' Daddy Deals ' make it easier (and fun) to reclaim the dad you knew before he became a custodian of expired IDs. Mayur Hola, head of brand, said, 'With our Father's Day campaign, we wanted to capture that funny-sweet dynamic between fathers and kids, and how something as small as a new wallet can become a gesture of love. Daddy Deals is our way of saying, in just ten minutes, you can give your dad a break from the baggage of his past quite literally.' Watch the video here: View this post on Instagram A post shared by Instamart (@instamart)
NDTV
09-06-2025
- Business
- NDTV
Part-Time Worker Reveals "Scary" Reality Behind Blinkit's 10-Minute Delivery: "Accidents Are Common"
The rise of quick commerce companies like Blinkit, Instamart, and Zepto has revolutionised the way people shop, making it an integral part of modern life. These platforms promise fast and convenient delivery of groceries and other essentials, often within minutes. However, behind the scenes, the workers who make this convenience possible face significant challenges. A recent Reddit post by a part-time Blinkit worker has exposed the harsh realities behind India's growing demand for 10-minute delivery. "We all love the idea of getting groceries or snacks delivered in 10 minutes, but most people have no idea what goes on behind that 'ultrafast' service. The pressure on workers is next-level — and honestly, kind of scary," the post on Reddit read. The worker, who balanced his job as a picker and packer with studies, shared his firsthand experience of intense pressure, frequent accidents, and unsafe working conditions. According to the post, workers are under constant stress, with supervisors exerting "crazy, non-stop pressure" and a timer system called PPI (per picking item) that adds to the strain. The worker described the warehouses, known as dark stores, as small and cluttered with racks and items. Employees are expected to run, not just walk quickly, while picking orders, navigating through crowded spaces and sharp corners, and racing against time. The worker shared personal experiences of accidents, including a collision with another employee that resulted in a broken phone. "I've had a few accidents. Once, I collided with another guy and broke my phone. These kinds of things happen almost daily because it's all rush and no safety. We had to follow a timer called PPI (Per Picking Item). If it takes even a few extra seconds to find an item (maybe it's misplaced or out of stock), the manager tells you to log out and go home. The pressure from higher-ups is crazy, and managers just pass it on to the workers," he added. See the full post here: by u/Automatic_Demand_802 in india Full-time workers affiliated with Blinkit faced even harsher conditions, with the Reddit user highlighting the additional burden of manually unloading two to three large trucks daily and restocking the cold rooms. The user further revealed that working conditions are unsafe, with workers navigating tight spaces all day, leading to frequent accidents. The environment takes a mental toll, with constant pressure and no respite. There is zero tolerance for delays, and even a small mistake can result in termination. The compensation is inadequate, considering the risks, stress, and treatment workers endure, making the job unsustainable. "All this effort and stress… just so someone can get a Coke and Maggi in 10 minutes? Not saying convenience is bad. But this system isn't built on efficiency — it's built on pushing workers to their limits. If deliveries took 15 or 20 minutes instead, would that really be so bad? Feels like we're chasing speed without thinking about the people actually doing the work," he added. The post sparked widespread concern among users, with many expressing shock at the harsh working conditions described. Some suggested they'd willingly wait longer for deliveries if it meant easing the pressure on workers. Others drew comparisons to labour conditions in other industries, questioning the necessity of 10-minute delivery and labelling it a marketing gimmick that prioritises convenience over worker welfare. One user wrote, "I'd be happy to get the stuff in an hour, to put less pressure on workers - planning isn't that hard, and fostering a culture when anything can be had immediately is not doing us any good as humans. Thank you for raising awareness - unfortunately, little will change imo." Another commented, "This 10-minute thing is just exploiting India's labour problem, and also taking advantage of the Indian society's collective impatience." A third said, "Yes, it's dumb, and pressuring workers for some made-up metric I never asked for. What the f do I care if the Swiggy guy takes 10 or 25 minutes, or even more? I want them to drive safely and not feel stressed, and possibly get into an accident where they hurt themselves or someone else. If I need something in 10 minutes, it will be something like dahi, and I can just run down to the shop. Let these people have lives too, they shouldn't constantly have to stress."
Time of India
09-06-2025
- Business
- Time of India
Instamart partners with Bharat Organics to bring certified organic staples to Indian homes
Swiggy's Instamart on Monday announced that it has joined hands with Bharat Organics , a farmer-led cooperative brand, to launch a range of certified organic staples across major Indian cities. The partnership, forged through a memorandum of understanding (MoU) with the National Cooperative Organic Limited (NCOL), will make 21 organic food products available to consumers via Instamart's digital platform. Shares of Swiggy Ltd were trading at Rs 364.35, down Rs 10.10 (2.70 per cent ) as of 1:22 pm IST. The alliance is aimed at connecting India's traditional organic farming cooperatives to the country's growing base of health-conscious, digital-first consumers. Products such as pulses, spices, cereals, sweeteners, teas, and organic oils will now be accessible on Instamart in metros and Tier-1 cities at prices significantly below market rates. 'This initiative also aligns with the Government of India's broader vision under White Revolution 2.0, which emphasizes strengthening the agri-cooperative ecosystem through sustainable practices, market access, and digital enablement. By connecting traditional farmer cooperatives to tech-enabled platforms like Instamart, the partnership underscores the role of cooperatives in shaping a healthier, more resilient India,' it said in a statement. 'This partnership with Bharat Organics helps us take a significant step toward promoting healthier living by making a wide range of organic product options easily available to the customers of Instamart,' said Amitesh Jha, CEO, Instamart. 'It also aligns with our broader goal of supporting the growth of local communities through technology. In addition to this, this collaboration is beneficial for India's organic farmers, by enabling greater market access.' Consumers will be able to choose from staples including tur dal, masoor dal, rajma, kabuli chana, basmati rice, atta, jaggery powder, whole and ground spices, honey, ghee, and herbal teas. Every pack comes with a QR code linking to real-time lab test reports verifying pesticide-free status, certified against over 245 residues, marking a new level of transparency in India's grocery segment. Prices have been deliberately kept competitive to encourage adoption. For example, organic tur dal will retail at Rs 240/kg, notably lower than the market average of Rs 290–Rs 300/kg. Shri Ashish Kumar Bhutani, Secretary, Ministry of Cooperation, welcomed the initiative. 'With Bharat Organics, we're offering a range of clean, lab-tested organic staples that are not only accessible to consumers but also ensure fair returns for farming communities. The launch on Swiggy Instamart is a meaningful step forward, bridging our agricultural roots with today's digital consumer landscape.' Shri Vipul Mittal, Managing Director, NCOL, added, 'Swiggy Instamart's reach, reliability, and consumer trust make it an ideal platform to bring Bharat Organics into the homes of a new generation of mindful buyers. Through Swiggy's platform, we're not only delivering food but also building trust, transparency, and empowerment into the grocery-buying experience.' Bharat Organics follows a farmer-first profit-sharing model, with nearly 50 per cent of profits going directly to member farmers. The brand already has a strong offline presence across Delhi-NCR, with distribution through 10,000+ retail outlets including 300+ Safal stores via its partnership with Mother Dairy, it informed. The Instamart collaboration marks its first major foray into digital grocery retail .
