Cricket, often described as a religion in India, transcends mere sport to become a binding force that unites millions across the country. Understanding the deep-rooted passion for the game and the diverse culinary preferences of its fanbase, Zomato, a leading food ordering and delivery platform, has once again stepped onto the field with a captivating campaign for the Tata IPL 2024 season. Featuring the dynamic duo of Bollywood actor Ranveer Singh and cricket legend Chris Gayle, alongside Indian cricketer Rinku Singh, Zomato’s IPL campaign promises to celebrate the spirit of cricket and food, creating an immersive experience for fans nationwide.
Zomato’s IPL Campaign: A Fusion of Creativity and Context
Zomato’s campaign for the IPL season is not merely about advertising but about crafting a narrative that resonates with the audience on a personal level. By collaborating with JioCinema, the platform is leveraging contextualization capabilities to tailor advertisements across languages, ensuring a captivating journey for cricket enthusiasts nationwide. With over 900 assets spanning various platforms, including CTV, Print, Outdoor, and cricket affinity apps, Zomato is bridging the gap between cricket and food enthusiasts, enriching the overall experience for fans.
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Anup Govidan’s views
“We are thrilled with what Zomato has done using our customization capability on the JioCinema app,” said Viacom18 sports head of revenue, Anup Govindan. “Zomato’s campaign on JioCinema’s coverage of Tata IPL 2024 is not only a testimony of unconventional creative communication but also the infinite possibilities on digital, showing just how far, wide, and deep brands can go with our custom feeds, 12 languages, and targeting offerings.”
The Return of the Dynamic Duo in Zomato’s IPL campaign
Ranveer Singh and Chris Gayle, who previously starred in Zomato’s World Cup campaign, are back to entertain and engage audiences with their infectious energy. Through a series of contextual ads, the duo ignites the age-old debate of “Zomaito vs Zomahto,” adding a dash of humor and personality to the cricketing extravaganza. Their chemistry on-screen not only entertains but also reinforces Zomato’s commitment to celebrating diversity and shared passions.
Sahibjeet Singh Sawhney’s views
Sahibjeet Singh Sawhney, head of marketing, Zomato, said, “This campaign is an extension of our celebrated Cricket World Cup campaign, (i.e. Match Ho To Zomato) which was born out of our love and respect for Team India. Seeing the nation rally behind our team during the Cricket World Cup was heartening, and we aim to recreate that excitement with our Tata IPL 2024 campaign. Celebrating the spirit of cricket and food in India – for Tata IPL 2024, we’ve created separate contextual advertisements for each playing team to truly address and celebrate India’s diverse audiences. Our 10 ad films will run in 7 different languages on JioCinema (CTV).”
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Zomato X Rinku Singh
In a unique collaboration, Zomato has partnered with Indian cricketer Rinku Singh, transforming his cricket bat into a canvas adorned with quirky messages. Rinku Singh expressed, “This collaboration with Zomato is truly one-of-a-kind. It’s not just about promoting a brand; it’s about connecting with my fans on a deeper level and adding a fun, personal touch to the game we all love.” This innovative approach not only promotes the brand but also allows Rinku Singh to connect with his fans on a deeper level, adding a personal touch to the game they all love. Through such engagements, Zomato reinforces its commitment to fostering meaningful connections with both fans and athletes.
Conclusion
As the Tata IPL 2024 season unfolds, Zomato’s campaign stands out as a testament to the power of creative storytelling and strategic collaboration. By uniting cricket and food, the campaign not only entertains but also celebrates the diverse tapestry of India’s cultural landscape. With Ranveer Singh, Chris Gayle, Rinku Singh, and a host of other collaborations, Zomato continues to redefine the boundaries of advertising, engaging audiences in a memorable journey that transcends the boundaries of the screen.
