Zomato’s “MC BC” Campaign: Where Clever Went Wrong?

Zomato has always been known for its bold, witty communication. However, its “MC BC” campaign is a reminder that even the most loved brands can misjudge the fine line between edgy and offensive.

The idea behind the campaign was simple: use catchy initials that would trigger curiosity and make people think of “meal combos” (MC) and “best combos” (BC). But in India, “MC” and “BC” are widely recognized as abusive slang — words that carry strong cultural and emotional weight. While Zomato’s internal team may have viewed it as harmless wordplay, the audience interpreted it very differently.

The problem wasn’t the attempt at humour itself — it was the context. India is a linguistically diverse country where meanings shift dramatically across regions and generations. What might appear trendy or cheeky to a marketing team can easily come across as disrespectful or crude to millions of everyday consumers. In this case, the campaign underestimated how quickly people would connect the initials to profanity, especially on a mass-reach medium like outdoor advertising.

As expected, the backlash was swift. Social media erupted with criticism, memes, and disappointment. Zomato found itself clarifying intentions instead of promoting its offer. The negative sentiment overshadowed the creative idea entirely.

The lesson? Bold branding must still respect cultural boundaries. Being relatable is not the same as being reckless. When communication reaches every household, brands must think beyond cleverness and consider the wider emotional impact of language.

Zomato’s “MC BC” campaign will be remembered, but for the wrong reasons — as a reminder that wit without sensitivity can easily backfire.