Zomato has become a verb for searching for good places to eat at and now aiming to be the same when it comes to online food delivery. In an attempt to cement itself as a leader in the segment, they have released two new TVCs with a parent-child relationship at the centre of both narratives.
Ajay Gahlaut, executive creative director, Ogilvy & Mather says, “The creative challenge we faced with the Zomato campaign was to create an emotional connect with consumers and to keep the communication as real as possible. The stories also needed to portray the brand's relevance in society as it exists today.”
Kapil Arora, president-branch head, Ogilvy & Mather continues, “When Zomato briefed us about their introduction of delivery, we drew our inspiration from the role the app played in consumers' lives — that of a modern day dining hero. The pressure of modern day living has left individuals and families time-poor. And the time spent cooking, in this context, only adds to the pressure. The brand urges consumers to sit back and enjoy the precious time with their families, while Zomato takes care of their meal.”
The online ordering platform was launched in May and is making its presence felt amongst online delivery platforms. Pramod Rao, SVP, growth, Zomato says, “We have built a very healthy online ordering business since our launch. Now that a strong foundation has been laid, we're looking to reach out to more consumers and get them to try the product. Our target audience comprises of people with smartphones and high disposable incomes who eat out or order in frequently.” Whether Zomato gets a larger share of the online ordering pie in India is, however, yet to be seen.