![]() But “because it was purely a marketing activity and had nothing to do with the public offering.” it was all jalebi, baby. Briefly, Mendiratta considered running it by the legal department when he first saw the comments pouring in on social media. The timing of the music video was “absolutely unintentional” and “coincidental”, says Chandan Mendiratta, who leads brand marketing at Zomato. Remixed with American singer Jason Derulo, Jalebi Baby’s July 2021 digital release coincided with Zomato’s blockbuster IPO, which prompted many part-time internet sleuths to wonder if it was all part of a grand marketing plan. In a sweet marketing manoeuvre, Zomato partnered with singer-producer Tesher to integrate the brand into ‘Jalebi Baby’, a remix of the Canadian-Indian rapper’s 2020 song which became a TikTok chartbuster.
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