Zomato, Blinkit launch Main Udega anthem for delivery partners
Eternal-owned Zomato and Blinkit have launched Main Udega, an Amit Trivedi-composed anthem that frames gig work as a launchpad for delivery partners' dreams.
Eternal-owned Zomato and Blinkit have given their delivery partners a song of their own. Main Udega, the new Hindi anthem, celebrates the ambitions riders carry beyond the job—education, small businesses, family support and creative passions.
The track is composed by Amit Trivedi, sung by Junaid Ahmed and written by Sidhant Mago, with Routed Media handling creative supervision and audio production. The idea is pointed: gig work is not an end point, but a stepping stone individuals use to shape their own futures.
01 · A workforce anthem, not just a soundtrack
The campaign’s real subject is dignity. Delivery partners are the most visible layer of quick commerce, but rarely the protagonists of a brand story. By writing them into a composed, produced anthem, Eternal is making an employer-brand statement as much as a consumer campaign.
“At Eternal, we are proud of the different ways that our platforms help people progress in life,” said Albinder Singh Dhindsa, group CEO, Eternal, adding that the anthem captures the spirit of gig workers chasing their dreams.
Amit Trivedi said the track is built on “that hope, that energy, that momentum, that heartbeat” behind every last-mile delivery. For marketers, that is the strategic switch: the rider is not a logistics input but a protagonist with momentum.
02 · What brand leaders should take from it
- It humanises the workforce that carries the brand promise on the road every day.
- It reframes platform work as an enabler of personal progress, not a dead end.
- It creates a cultural artifact delivery partners can see themselves in.
- It moves the brand into streaming platforms where attention already lives.
03 · From one anthem to a durable idea
Main Udega is available on Spotify, Apple Music, Amazon Music, Gaana and YouTube. That distribution matters: the song can find organic life in playlists and shares long after a media window closes, which makes the campaign more resilient than a standard launch film.
The risk with worker-centred creative is that sentiment can run ahead of evidence. Zomato and Blinkit will need to show that the uplift in the song matches the day-to-day experience on the ground; otherwise, the anthem becomes an easy target. That tension is what makes the campaign worth watching beyond its launch week.
The takeaway for CMOs is not to commission a song. It is to find the overlooked stakeholder who actually delivers the brand promise, then build a cultural asset around their real aspirations—distributed where they and the broader audience already spend time.
Marketing take
The most compelling brand story often sits in the supply chain, not the slogan.
Source: Afaqs!
