Unpaid Labour of the Gig Economy: Free Advertising on the Backs of Workers
Zomato’s recent advertisement took the country by storm. It begins with a Zomato delivery worker in awe of having realized that he was delivering food to the Bollywood star Hritik Roshan, who says “Jadoo (magic), you reach on time no matter the weather, are you anything less than jadoo (magic)?”. The star proceeds to request the worker to wait for a selfie. While waiting, hopeful music engulfs the screen as the worker’s phone rings with his next delivery order. The worker promptly sacrifices the opportunity for a selfie with his hero and walks back into the rain for his next delivery.