'I miss you, says i-Pill': Zepto's notification to woman sparks backlash, then apology

Pallavi Pareek made it clear that her intention was not to vilify Zepto or its products. (Image credit: pallavipareek/Linkedin)

Quick commerce platform Zepto has come under fire for sending an unsolicited and inappropriate marketing message to a customer. The message, which read, "I miss you, Pallavi, says I-pill Emergency Contraceptive pill," has ignited a storm of criticism and raised serious questions about the ethics of digital marketing.

Pallavi Pareek, a seasoned legal expert in workplace diversity and sexual harassment prevention, took to LinkedIn to voice her outrage.

“I have never ordered an emergency pill from you. Even if I did, you should know that this is not something that should be missing me or I should be missing it,” she stated, emphasising the insensitivity of the notification. Her post quickly gained traction, amassing over 2,300 likes.

"You want me to have a need of taking an emergency contraceptive?” she remarked.

Pareek has two decades of experience advocating for the prevention of workplace sexual harassment and promoting diversity, equity, and inclusion (DEI).

"Messaging is right only if it is sensitive or humorous or has some logic to it. I draw a line when your notifications are flirty or trying to be sleazy cheesy. But this is a little too much," Pareek added.

In her LinkedIn post, Pareek made it clear that her intention was not to vilify Zepto or its products. “I love Zepto as an app. They are a huge backbone to my life,” she stated, adding that her post aimed to shed light on the flaws in marketing strategies that lack sensitivity and understanding.

In response to the uproar, Zepto issued an apology, acknowledging the "thoughtless and potentially harmful" nature of their message. “We understand how this was a misfire on a lot of levels,” the company stated. They assured users that immediate action had been taken to rectify the issue, including updates to their processes and retraining of their team. “We value your trust and well-being above all. This mistake won't happen again,” they concluded.

The incident has ignited a broader conversation about the role of artificial intelligence in marketing and the need for human oversight. Commenters on Pareek's post echoed her sentiments. One user noted, “This is the challenge that happens when companies rely solely on AI. ALL brands need to have a human presence to monitor this!”

Others suggested practical solutions, such as turning off notifications from such apps. However, Pareek defended her stance, stating, “Ignoring or looking the other way isn’t the way to participate in solutioning.”