Vol. 7, Issue 12, Part D (2021)

Abstract
The intersection of a brand and customer today meets at brand activism where the relationship between a brand and its customers has become more than that of buying and selling. This paper aims to critically analyse the brand activism of popular Indian food delivery and restaurant aggregator app – Zomato and understand how brand activism influence customer perception associated with a brand. Major findings of this paper are that customers do expect brands to stand for social causes in the society but at the same time, brands are also expected to be true to their cause and evaluate their words and actions before sharing it with the target audience. Brand Activism is here to stay, and brands must make the right use of opportunity and trust of its customers. The combined ecosystem of aware customers and authentic brands will benefit the society at large.