Zomato’s Recipe For Grabbing Attention
The way to a man’s heart is through his stomach. And as soon as the food reaches their doorsteps, the happiness is doubled. Zomato, an online food delivery app founded by Deepinder Goyal and Pankaj Chaddah, takes the hassle out of delivering food by making it easier and more convenient.
"India is so diverse that there’s no single answer for the media mix for the entire country—context is king. We (and brands should) look out to keep learning local nuances and contexts," Chaitanya Mathur, Global Head, Live at Zomato, said. In addition to expanding its presence in Tier 1 and Tier 2 cities, Zomato also provides its services in regional languages, offering a more personalised experience.
Hitting Every Moment
With daily notifications from the application or even through "moment marketing," Zomato never fails to amaze their audience. In a world where everyone is constantly distracted, Zomato aims to be conversational, topical, and funny to draw the audience's attention. Mathur highlighted that the notifications are customer-facing. " We treat them like a personal DM sent from Zomato to our customers. And sometimes we ask them to order. "Smiles are our only KPI (key performance indicator)," he added.
It seeks to find the problem statements and provide the solution. In order to capture the audience's attention, the brand uses "moment marketing" to capitalise on recent festivals and days.
Advertising Arena
Currently, Zomato's one of the game plan revolves around integrating the brand into films. Recently, the brand made guest appearances in movies like ‘Vikram’, ‘Doctor G’ and ‘Thank God’. The report by Statista stated that product placement revenue worldwide stood at USD 23 billion in 2021. The film accounted for 2.8 billion. As per Mathur, the film integration has caught their customers by pleasant surprise at the least expected moment. It’s positive reinforcement for the brand.
Be it any method of marketing or advertising, the brand strongly believes that content and context matter more than the medium.
A Concert With A Cause
Zomato's marketing campaign is not just based on humour; but it also aims at catering awareness regarding the societal issues. The brand believes that advocacy and people’s movements act as tools for creating awareness and bringing about long-term, sustainable behavioural change.
A Zomato Feeding Concert was recently held with the goal of speeding up the government's implementation of the Sustainable Development Goal (SDG) of Zero Hunger by 2030. The concert aimed to raise awareness of the hunger issue and the possibility of making a difference with Poshan Champions' help.
Speaking about the initiative, Mathur said, "The country’s youth has unparalleled power to bring about transformation as they are the future of our country. Keeping that in mind, we’ve picked a global artist that will grab the attention of this community."
He added that such awareness concerts in the past have had resounding success in increasing awareness of the cause and, significantly, making ordinary people feel they could make a difference. While Post Malone will catch the imagination of the young, the brand has many other artists coming forward to support our cause.
