On this page
Zomato and Blinkit launch 'Main Udega' anthem celebrating delivery partners' aspirations beyond gig work
Our read
Eternal's anthem is most likely to function as brand and employer-image goodwill, and it will be judged by whether tangible partner benefits follow.
For operators
Zomato and Blinkit's 'Main Udega' anthem puts delivery partners' ambitions beyond gig work at the center of their brand story, so retail and quick-commerce operators should watch whether it helps with rider retention and employer reputation.
Watch
Chart placement and view counts for 'Main Udega' on Spotify, YouTube and other streaming platforms in the weeks after launch
The report
Eternal's Zomato and Blinkit put out a Hindi song composed by Amit Trivedi and sung by Junaid Ahmed, with lyrics by Sidhant Mago. It is available on Spotify, Apple Music, Amazon Music, Gaana and YouTube.
One email each morning: the day’s top moves in Indian retail, why each matters and what to watch. Free. Stop any time.
Reported figures
From the report. Source details below
- Zomato, Blinkit celebrate delivery partners’ dreams with ‘Main Udega’
Why it matters for the brand
With Zomato and Blinkit publicly championing delivery partners' aspirations beyond gig work, Eternal is staking out a brand position on workforce goodwill that rivals and prospective partners in quick commerce will need to match or answer.
What to track next
- Public statements from delivery-partner unions or advocacy groups that criticise or welcome the campaign
- Any Eternal announcement of skilling, education or other partner-support programs tied to the anthem
- A rival quick-commerce brand launching a comparable delivery-partner campaign
- Eternal's next earnings commentary on delivery-partner costs, supply and engagement
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Eternal is likely to extend the anthem into short-form videos, partner testimonials and in-app or on-ground activations across Zomato and Blinkit, rather than leaving it as a single release.
- Swiggy and Instamart, along with Zepto, may answer with their own delivery-partner-focused content, since rider welfare has become a point of brand differentiation in quick commerce.
- Gig-worker unions and advocacy groups are likely to use the campaign as a hook to press for better pay, insurance and working conditions.
- Eternal executives are likely to cite the campaign as evidence of partner engagement if asked about delivery-partner conditions or retention.
- Music and creator communities may produce covers and reels of the track, helping the song travel beyond the platforms' own channels.
The source
First seen