Zomato – India’s most trusted ratings and reviews and online food delivery platform, has recently launched its 3rd series of television commercials.
This campaign is reflective of the changing food habits within India: consumers are not only invested in sharing new experiences with family members, they are also engaging in the convenience of ordering food online through Zomato as a part of their routines, be it in the office, in college or on the way to a friends home. With the tagline #JabDilKarey, these witty TVCs offer a glance on the convince Zomato offers its consumers, no matter what the occasion or situation.
Remember the Monday packed with back-to-back meetings with no lunch break at all? Or the interview whose anticipation made you forget all about food, but hunger struck as soon as you entered it? Advancing a simple yet powerful solution to when hunger strikes unexpectedly, Zomato (India) launches a new TV campaign called ‘Jab Dil Karey’ focused on their food delivery business, the campaign is a two-part ad series.
Set in a typical meeting structure, the TVC emphasises on ordering online from Zomato to fulfil the food desires whenever the hunger strikes- especially focused on convenience: super-fast delivery, variety: widest range of restaurants in your city and affordability: great discounts.
Speaking on the first TVC, Mohit Gupta, CEO – Food Delivery Business, Zomato, said, “With Zomato leading the industry on the widest geographical coverage with 56 cities live in India, there is no better time than now to leverage TV as a medium to get our message out there and connect with our current and future customers. The campaign is based on a simple but powerful insight around our users’ desire for food. It underlines the key features of Zomato Delivery and positions it as the window for our consumers to fulfil their food desires.”
Conceptualised by MagicCircle Communication, produced by Flying Saucer, and directed by Pushpinder Misra, the ads touch upon everyday scenarios, shedding light on how consumers spend a large part of their days outside their homes in between meetings, travelling for interviews, running chores, or up-skilling. The videos are most relatable to our real-life situations in our offices, homes and parties, where Zomato has been a trusted and an integral part of our lives for the last decade.
Speaking on the inspiration behind the campaign, Hemant Misra, Managing Director MagicCircle, added, “Zomato has always been my go-to online ordering platform whenever food cravings struck and this simply constituted to be our approach for the campaign. The TVC is humorous and engaging and will undoubtedly support Zomato to further cement its leadership in Food Delivery sector.”
The first part of which was launched on October 27th, and within 10 days of the first TVCs from this campaign going live, it has already received a lot of consumer love and appreciation on social channels.
India’s love for cricket played a significant role in the launch of this campaign. “We premiered the first ad during the cricket ODI in order to reach out to more audience and enhance our brand recall so that the next time our users are hungry before, during or after a meeting, they know they can order online on Zomato for a super quick hunger fix,” reflected Mohit Gupta.