Quick commerce platform Zepto is facing significant backlash on social media, particularly on Reddit, for its recent Raksha Bandhan campaign featuring a “Kalesh Card.” While the campaign, which offered prizes worth up to ₹3 crore, was intended to be a lighthearted take on sibling rivalry, many users are now accusing the company of running a “fake promo” and misleading customers with unachievable rewards. The controversy highlights growing skepticism around big-ticket giveaways and the thin line between creative marketing and consumer deception.
The “Kalesh Card” was a scratch coupon distributed with Zepto orders between August 7th and 9th. The campaign’s core concept was to play on the playful arguments (“kalesh”) between siblings over who gets to keep a prize. However, what was meant to be a fun, sibling-themed promotion quickly soured for many customers. Instead of high-value gadgets like iPhones or PlayStation 5s, disappointed users on Reddit reported receiving mundane coupons for everyday groceries, such as an Aashirwad atta coupon. The stark contrast between the hyped rewards and the actual prizes fueled a wave of criticism.
A major point of contention among Reddit users was the perceived infeasibility of the promised rewards. One user commented, “No company can afford to give PS5s on each order of 500,” pointing to the logistical and financial improbability of such a large-scale giveaway. The disappointment was compounded by some users who felt they were “looted” after making orders specifically to receive the card, only to be met with a low-value coupon. . This sentiment extended beyond the rewards, with some users also criticizing the campaign’s advertising, which featured siblings with bruised faces and broken teeth—a portrayal they deemed insensitive for a festive occasion like Raksha Bandhan.
While some users found the marketing creative and amusing, the overall sentiment on platforms like Reddit was overwhelmingly negative. This isn’t the first time Zepto’s marketing has come under scrutiny; the company has previously faced criticism for issues related to personalized marketing and alleged “dark patterns” in its app. The “Kalesh Card” backlash is a stark reminder for brands that while quirky, edgy marketing can grab attention, it must be supported by transparent and honest execution to maintain consumer trust and brand reputation in a highly competitive market.
Key Highlights:
- Zepto’s Raksha Bandhan “Kalesh Card” campaign, which promised prizes worth ₹3 crore, has led to a significant backlash on Reddit.
- Users are accusing the quick commerce platform of a “fake promo” after receiving low-value grocery coupons instead of the highly advertised gadgets like iPhones and PlayStation 5s.
- The controversy highlights skepticism over large-scale giveaways and has also led to criticism of the campaign’s advertising, which some found insensitive.
- The incident underscores the importance of transparency and consumer trust in marketing, especially for brands that rely on social media virality.