New Delhi: Food delivery giant Zomato is making waves in the Desi Hip Hop (DHH) scene by collaborating with one of its own delivery riders, Vishal, who goes by the stage name “Zomato Wala Rapper.” This isn’t Zomato’s first foray into the world of rap music, but it marks a unique twist – featuring a talented rider pursuing his musical passion.
Vishal has been rapping for years, with his own YouTube channel showcasing his skills since 2018. Zomato clearly took notice and decided to give him a platform. Their recent collaboration resulted in a dedicated rap song titled “Zomato Rider Top Pe” (Zomato Rider on Top).
The song, featuring Vishal rapping over a high-energy beat, offers a glimpse into the life of a Zomato delivery rider. Vishal addresses a seemingly dismissive comment from another rapper, sparking a lyrical response where he proudly dons his Zomato gear and raps about his experiences.
While the lyrics might sound straight from Zomato’s marketing department (“Can’t drive past the speed of 100,” “Happy customer, happy me,” etc.), the collaboration highlights Vishal’s talent and Zomato’s support for his artistic dreams. Zomato announced the collaboration with enthusiasm on their social media channels, encouraging followers to support Vishal’s music.
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This isn’t Zomato’s first attempt at connecting with the DHH community. In 2020, they released a rap song promoting their food delivery service. Additionally, in December 2022, Zomato partnered with comedian Samay Raina for a video where Raina spent a day as a delivery rider. During his ride-along, Raina met and collaborated with another Zomato rider, Soni Ramachandra, also known as MC Lit. MC Lit, a passionate DHH performer, uses her Zomato job to fuel her music career.
While the collaboration between Raina and MC Lit might have been orchestrated by Zomato, the resulting video garnered over 1.7 million views on Raina’s YouTube channel, showcasing the talent within Zomato’s delivery crew.
Zomato’s recent actions demonstrate a unique way to connect with a specific audience while empowering its employees to pursue their passions. Whether it’s Vishal’s solo rap or collaborations like Raina and MC Lit’s, Zomato seems to be cooking up a winning recipe for brand engagement and employee appreciation.
