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For over a decade, Zomato was synonymous with bright, saturated visuals — a style that mirrored the vibrancy of the food they delivered. Their TV commercials played like mini-stories, centered on relatability and the everyday joy of ordering in. These creative choices cemented Zomato in the public consciousness as a fun, convenient, and cheerful companion to our culinary cravings. However, a significant shift has been underway, marked by a deliberate move toward a more serious, purpose-driven narrative, encapsulated by the recurring theme of “hustle” and a striking aesthetic choice: black and white. This transition began with their 'Fuel Your Hustle' campaign a month ago, featuring some of India's most celebrated public figures like Shah Rukh Khan, AR Rahman, Mary Kom, and Jasprit Bumrah. These ads were a masterclass in emotional resonance, showcasing the grit, relentless effort, and personal struggles of these icons. Taking us through a montage of all their hard work, Zomato repositioned itself from a mere food delivery service to a quiet enabler of everyday ambition. The tagline “The secret ingredient is hustle. Fuel your hustle” is also a subtle convergence of their original message and the motivation they’re trying to convey through this TVC. This was a wildcard move, one that paid off by tapping into a national sense of pride and aspiration. The black and white visuals were a crucial component of this new direction, stripping away the distraction of color to focus purely on raw emotion, hard work, and the sincerity of the stories being told. Their latest creative, commemorating the 79th Indian Independence Day, builds upon this aesthetic and thematic pivot. Titled ‘79th Year of the Hustle,’ the ad is a powerful tribute to the nation’s indomitable spirit. It opens with a dismissive quote from Winston Churchill from 1932, a stark and provocative choice that immediately sets a serious tone. The response is not a grand speech but a simple, dignified declaration: “And we said... nothing. We just put in the work. Year after year.” The film then cuts to a montage of India’s monumental achievements: the Chandrayaan-3 mission, the construction of the world’s highest railway bridge, and many other accomplishments that made headlines worldwide. This narrative is a direct extension of the 'Fuel Your Hustle' campaign, but on a national scale, equating the collective progress of a billion people with the individual journeys of its celebrated icons. Sahibjeet Singh Sawhney, Zomato’s Marketing Head, describes it all, saying, “The story of independent India is a 79-year-long journey of hustle, grit, and relentless effort. Our new Zomato campaign is a tribute to the indomitable spirit of a billion Indians. Despite being doubted, dismissed, and overlooked, they hustled relentlessly to build a nation that’s now a global force to reckon with, one small action at a time." The persistent use of black and white imagery across these campaigns prompts a crucial question: Is this a temporary artistic choice or the new visual language of Zomato's branding? More importantly, what does it say about the brand's perception of ‘hustle’? The black and white palette is inherently somber. It removes the cheerfulness and warmth of the brand's previous identity, replacing it with a sense of gravitas and timelessness. It further suggests that hustle isn't a colorful, easy journey, but a gritty, determined, and perhaps even lonely one. The visuals depict hustle as a lackluster and challenging process, but one that is ultimately deeply rewarding and foundational to success. By moving beyond product-centric or solely celebratory marketing, Zomato is engaging in a deeper conversation about ambition, resilience, and national identity with this new series. It is a calculated risk that transforms the brand from a transactional service into a cultural touchstone. The black and white visuals are not a mere style choice; they are a statement of intent, signaling that Zomato is now about more than just food. It’s about the spirit of the nation, fueling everyone’s hustle, one delivery at a time. Whether this serious tone will fully replace their old style remains to be seen, but for now, it's clear that Zomato has found a powerful new way to connect with its audience on a profound and emotional level.
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