New Delhi: Zomato, the food delivery app, entered its ‘sweet sixteen’ era with a bunch of fun marketing gimmicks that involved rappers, comedians, social media brand banters and a quirky print ad.
To begin with, taking the ‘Apna Samay Aagya’ route, Zomato collaborated with comedian Samay Raina, who roasted the brand in a stand-up comedy act.
Raina's first clip humorously targets Zomato's pop-up notifications and playfully jabs at their customer support team. His bold choice to wear a T-shirt from Zomato's competitor, Swiggy added an extra edge to the roast.
CEO Deepinder Goyal's presence in the audience lends authenticity and endorsement to the show, where Zomato employees, including co-founder Albinder Dhindsa, are also seen.
Stand-up comedians like Shreeja Chaturvedi, Swati Sachdeva, and Gaurav Kapoor are set to join the roast battle, encouraged by Zomato to unleash their most biting jokes.
These clips will roll out on Zomato's social media platforms as part of a campaign aimed at engaging and entertaining their audience while marking a significant milestone for the company.
In light of the viral success of the Zomato roast video, Harshil Karia, co-founder of Schbang, disclosed that his agency encouraged its clients to interact with other brands in the video's comments section, effectively leveraging the growing engagement and reach.
In his words, “Our teams saw an opportunity and got Swiggy Genie to comment on that post, and brought in other brands to collaborate by replying to that comment. The audience loved it and actively engaged with the comments, creating a buzz and driving engagement.”
He revealed two major outcomes of this action: “1) Brands can be a part of creator conversations if they engage wisely and they have a consistent profile that marries the tone that they are commenting with
2) These are the right ways and right playgrounds to make brands relevant IN content.
This also shows the power of working with an agency and creating a multiplier effect.”
Zomato x Desi Hip Hop rap
Secondly, Zomato collaborated with one of its delivery agents, known as "Zomato Wala Rapper," who has his own YouTube channel featuring rap songs dating back to 2018.
They unveiled a dedicated rap song titled "Zomato Rider Top Pe," where Vishal (@zomatowalarapper) rhymes about the Zomato rider experience over a lively beat.
The song starts with Vishal responding to another rapper's criticism, then takes centre stage with his crew, all dressed in Zomato attire. The lyrics, seemingly influenced by Zomato, highlight aspects like adhering to speed limits, prioritising customer satisfaction, and persevering through challenging roads. Zomato promoted this collaboration across its social media platforms.
Zomato’s birthday special print ad
Sahibjeet Singh Shawney, Marketing Head at Zomato, unveiled a quirky print ad that they had designed for the brand’s birthday. The ad is written in ‘shuddh Hindi,’ giving it the vibe of a political party addressing their ‘janta.’
The ad has Founder Goyal’s picture, expressing gratitude for the years of love received from their consumers.
Pouring discounts, flirtatious notifications and unique campaigns, Zomato has curated a beautiful journey of 16 years and is steadying its pace for further growth. Happy Birthday, Zomato!
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