Zomatos New Ad Going Viral on Social Media
Zomato's new ad is trending on social media, not only because it has four legendary faces: Shah Rukh Khan, AR Rahman, Jasprit Bumrah, and Mary Kom, but also because of its greater emphasis on grit and determination that drive success.
The advertisement starts by showing glimpses of Jasprit Bumrah, then Shah Rukh Khan sitting regally on a throne. Next, it showcases boxing icon Mary Kom and music legend AR Rahman. While these images roll, a voiceover says, "What's their secret ingredient? The secret sauce to greatness?"
The story goes deeper with such queries as, "What do they know that others don't?" interwoven with real-life footage of interviews, highlights from games, and instances of victory and failure from the life of each of the stars.
The narration reinforces the point: "They know the taste of sweat. The salt of tears. They wake up when it's dark, show up when it's hard. They know what it takes. Retakes. Mistakes."
One especially poignant moment has Shah Rukh Khan sauntering on-screen and declaring, "Kuch khas hona zaruri nahi hai aapne aap mein, ulta aam raho, mehnat karo, khas baat khud hi ho jaegi." This occurs mere moments before a shot of him waving at people in front of Mannat, his Mumbai residence.
The ad then provides a relatable conclusion: "Truth is, they are just like you and me. There is no secret recipe. They just want it more." Undergoing stirring visuals and inspiring music, it concludes with Zomato's message: "The secret ingredient is hustle. Fuel your hustle. Zomato."
Posting the video on X (previously Twitter), Zomato CEO Deepinder Goyal stated, "This isn't an ad. It's a belief in effort over everything else." He made it clear that the campaign was not about showcasing celebrity glamour but the grit and discipline behind their paths.
Goyal went on to say, "Each day, millions of Indians press 'Place Order' on Zomato somewhere between their routines, responsibilities and aspirations. Some are startups in the making. Some are raising families. Some are on a sabbatical.
He elaborated, “Different stories, one thing in common: Consistent effort. We’re not here to celebrate the stars, but the fire that built them. The fire each one of us carries inside, while food is just the fuel. To everyone chasing something they care deeply about and showing up for it, we’re glad to be a small part of your journey."
Watch:
Responses to the campaign were varied. Most appreciated its motivational touch and new idea, however. "Beautifully said. Effort fuels dreams, every single day," one observer posted. Another said, "Good ad, something different from usual."
Not every response was positive, though. A user remarked, "It's a good ad for winning the awards, not sure how it works for Zomato though. Good attempt at connecting through tweet but sorry it's not since as a consumer I can't relate it to Zomato. Loved the video for the ad though. Thanks for sharing."
Despite the opinions being split, the ad quickly became popular, gathering more than 40,000 views in just three hours of going live.
