Ad Campaigns
Zomato introduces kurta for female delivery partners
Mumbai: Zomato, India’s food ordering and delivery platform, has announced a unique initiative to celebrate diversity and inclusivity with the introduction of kurtas as a delivery fleet outfit option for female delivery partners. Committed to creating an inclusive and holistically supportive ecosystem for all female delivery partners, this initiative focuses on empowering female delivery partners to expand their freedom and choose between a T-shirt and a kurta as per their comfort and preference.
Female delivery partners often face challenges while navigating their roles on Indian roads, compounded by discomfort with the western-style t-shirts provided as delivery fleet outfit. Many of these partners resort to wearing these t-shirts over traditional attire like suits or sarees, resulting in discomfort throughout their workday. Understanding the importance of addressing these concerns, Zomato has prioritised the comfort and practicality of its female delivery partners and revamped the delivery fleet outfit, thereby providing the flexibility to choose. With features like deep pockets on both sides and intricate embroidery, the kurta not only ensures functionality but also adds a touch of style for women on the go, thereby enhancing their overall work experience.
In addition to the outfit redesign, Zomato has curated Women’s Day self care packages in collaboration with Blinkit partners Mamaearth, Aqualogica, L’Oréal Paris, and Pee Safe. Featuring skincare, beauty, and female hygiene products, these packages aim to support the well-being of Zomato’s female delivery partners.
Preeti, a delivery partner from Delhi, shared her positive feedback on the newly introduced kurta, stating, “I am happy with the Kurti & the kit, it is comfortable and the embroidery makes it look very pretty.”
Another delivery partner, Nandini, who has been part of Zomato’s team for over a year, expressed her satisfaction, mentioning, “The Kurti is very comfortable, especially for summers. Since it is full-sleeved, I won’t have to wear additional sun protection sleeves.”
In the last few years, Zomato has made significant investments to ensure its delivery partners are safeguarded. With its female delivery partner onboarding programme, 2,000 plus inspiring women leverage the Zomato platform to participate in and earn from last mile deliveries. Maternity insurance and paid period leaves are some of the initiatives launched in the past to ensure well being of female delivery partners.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
