With Zomato delivery executives in Bengal protesting against the delivery of beef by Hindus and pork by Muslims, we see solidarity against the food delivery giant which finds itself in turmoil.

Another day in our secular country, another attempt made to communalise food on the religious grounds while the entire narrative on twitter shifts into countless debates on eating beef or pork.

However, for the students of the University of Delhi (DU), this opens up an interesting arena of speculation.

The majority of the student body considered animal cruelty as the reason for not eating beef/pork and very few considered religion to be behind this. A student stated, “I am against any sort of animal slaughter done for the sake of greed, taste or nutrition. They are sentient beings that deserve to live and we can survive without eating them.”

To further elaborate this point another student added, “I belong from a rural background, I am aware of the significance of livestock and cattle in shaping the life of village folks. Right from the agricultural activities, with the dung cakes used as fuel to cook food, to the dairy products used in everyday life, cattle form an essential part of their lives. I don’t consider religion to be the reason behind my choice.”

When religion comes into this narrative, the views are conflicting. Most of the students consider it as a matter of personal choice. However, it seems evident that family and upbringing plays an important role in influencing and strengthening one’s views. Some of them term it as a “disgraceful sin”, while others don’t associate themselves with this debate.

Another student came forward with a separate angle on this debate. She said, “It would be good if people try to understand why their religion tells them not to eat beef or pork, the idea behind it might still be relevant.” She further added that eating or not eating any kind of meat is a personal choice as long as one is not enforcing their opinions on others. According to her, if some religious institutions have certain rules about the consumption of meat then it should be followed while one is within the premises of that institution out of respect.

On the other hand, a part of the DU student body is much in the favour of consumption of beef and pork. “If it appeases the taste buds, it goes on top of the favourite food list” says a History student. The consensus either leans towards exploring the various delicacies that meat has to offer or rebelling against the societal diktats. As one student puts it, “I eat pork even though nobody in my family does. It’s my life and nobody can force me to not do something if I want to. I don’t eat beef because I never felt like trying it.”

Growing up it was hard to acknowledge the idea that beef can be eaten and God won’t smite you if you indulge in this practice. It was even harder to understand that people consume beef and it is perfectly normal for them as they are not indoctrinated into the belief that cow is a holy animal, the way I was from the age when my senses were not even fully developed. However, your beliefs and practices cannot be imposed on another person.

Like a rusty coin, with two alternative sides, this debate is going to be here for a long time much to the delight of the debating circuit of the varsity. Till then, I am here with my double-decker beef burger with a side of bacon to see how this whole debate moves forward.

Feature Image credits: WSLM radio

Antriksha Pathania

[email protected]  

Advertising, the one word that reminds us of the ads on YouTube that cannot be skipped, the reason why we need to spend more money to buy HD packs, or the reason why we think it’s okay to enter the movies a little. Though, it is true that we may try to avoid advertisements as much as we can, but we see companies and organisations spending lakhs of money and assimilating a perfect workforce that’ll devise such a marketing campaign for their product that their approach gets imprinted in the minds of people. And, in the modern times we see such varied and innovative ways adopted by the companies to achieve this goal. Let’s take a look at few of the examples here:

1.) Remarketing


Have you ever been to an online shopping portal and fiddled through some products without really buying anything (more or less like window shopping) and saw the advertisements of the same products popping up on the right, left, upper or every part of your screen whenever you visit any other website? Yes, that’s called remarketing which lets the shopping websites like Jabong and others to display ads to people who have previously visited their site as they browse anywhere else. This is an example of finding a target audience and customising the marketing strategy as per their interests.

2.) Zomato deciding to advertise on porn sites

It was found that porn is the most searched item at 1 am, a time which is also ideal for ordering late night food. And Zomato, the rapidly growing Indian start up, wasn’t afraid of using the former to market the latter.

Zomato wanted to tap into the already buzzing late night delivery space with an innovative marketing strategy. This is when they decided to cash on the idea of turning to porn sites for advertising as they are fairly busy at night and even the cost of advertising is significantly lower than other platforms. The result was that the campaign generated large number of clicks on the ads and great number of app installations. This sure makes you understand to not pass off any idea as frivolous or funny, without realising its true capacity.

3.) Metros getting colourful with advertisements

Metro Advertisement

We had all seen hoardings in and around metro stations of different mobile phones and insurance policies and what not. We even saw the inside of metros being used to advertise the promises of AAP or the win of BJP but only recently we saw metros covered in advertisements, quite literally. Our grey-silverish metros are turning colourful with huge advertisements of different products enveloping them. This is an example of companies making use of the huge foot-fall that is seen in the metros of our country to make the people aware of their products.

4.) Companies taking up social messages to connect with the people

What is the easiest way to leave an impression on people or to make them remember what you have to say? It is when you become their voice and start taking up social issues which need to be talked about and tackled. This is what is done by various brands that have used their resources and market value to bring to light various issues or do away with taboos prevalent in the society. Some of the examples could be the “Touch the pickle jar” campaign by Whisper which worked on eradicating taboos regarding menstruation and encouraging women to continue doing everyday activities. Also, series of advertisements by Myntra’s exclusive ethnic wear brand ANOUK are making round these days which highlight the discrimination a woman faces in the workplace just because of her sex, features a lesbian couple shedding light on LGBT rights and talks about being a single mother.

[youtube url=”https://www.youtube.com/results?search_query=anouk” width=”500″ height=”300″]

5.) Unconventional casting

Gone are the days when one witnessed companies running behind the top actors of the industry to endorse their products so as to connect with the masses more. Only recently, brands have started approaching personalities which maybe famous with the youth like stand-up comedians and YouTubers. For instance, the YouTube channel Old Delhi Films made a humorous and quirky advertisement for Myntra listing out the hassles of offline shopping and why it’s better to switch to the online mode. Even Micromax approached the famous comedians, Kanan Gill and Biswa Kalyan Rath for advertising their mobiles in a twisted yet funny way.

[youtube url=”https://www.youtube.com/watch?v=pvzl_KwpG6Q” width=”500″ height=”300″]

And Motorola did the same by approaching the group of comics, The Improvisers.

[youtube url=”https://www.youtube.com/watch?v=sr49VOT4fOM” width=”500″ height=”300″]

With the growing popularity of YouTube and an increase in dependency on Internet, we can only predict this trend to thrive.

Image Credits: Google Images