Bengaluru-based quick commerce platform Zepto, known for its fast deliveries and convenience, is now under scrutiny after sending an inappropriate and unsolicited notification to a customer in the heart of India’s tech hub. The message, intended as a marketing tactic, read: “I miss you, Pallavi. Says i-Pill emergency contraceptive pill,” followed by three teary-eyed emojis. However, This seemingly lighthearted notification struck a very different chord with its recipient, Pallavi Pareek, who was shocked and offended by the careless communication.

Pallavi, a professional working in the sensitive fields of workplace sexual harassment prevention and Diversity, Equity, and Inclusion (DEI), was particularly taken aback by the context of the message. She quickly took to LinkedIn to share a screenshot of the notification and tag Zepto and its support team. Her post, which has since sparked significant online discussion, pointed out the inappropriateness of such a message, especially given the nature of the product being advertised. “Dear Zepto and Zepto Cares team, so many things are wrong about this,” she began. “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.”

At the core of Pallavi’s critique is a larger issue that goes beyond an isolated instance of poor judgment in marketing. The message implies a breach of privacy: “You want me to need to take an emergency contraceptive?” Pallavi rightly questioned the implications behind the language and tone, underscoring the importance of sensitivity in customer communications, particularly when dealing with products related to sexual health.

In her post, Pallavi clearly outlined the boundaries that should not be crossed by companies, no matter how creative they aim to be. “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 and cheesy. But this is a little too much.” For her, the notification was not just an awkward attempt at humour—it was an invasion of privacy wrapped in a tone that trivialized a very personal health matter.

This incident has opened up a wider conversation about corporate responsibility in marketing, especially in the digital age, where notifications and targeted ads have become ubiquitous. While brands constantly seek to engage customers through personalized content, there’s a fine line between relatable and inappropriate. In this case, Zepto’s attempt at cleverness backfired, highlighting the need for companies to be more thoughtful about the messages they push to consumers.

Despite her frustration, Pallavi made it clear that this incident doesn’t diminish her overall appreciation for Zepto’s services. “I love the app,” she mentioned, reflecting the reality that while consumers might be critical of certain actions, they also recognize the value of the convenience these platforms provide. Pallavi’s situation is a prime example of how one wrong move, even in an otherwise positive customer relationship, can lead to public backlash.