Any marketing organisation out there that generates and targets a hit ad campaign knows that there are numerous perspectives or opinions about the branding aspect of the company. Zomato, which has become a household name in India, has started a debate on the real perspective of the word at the core of the whole brand. Just recently, Zomato released a campaign that directly focused on the pronunciation of its brand name. Throughout the advertisement, there is a conflict on how the name is pronounced. As the company marketed itself, the two teams consist of those saying ‘zo-ma-to’ and the other ‘zo-maito.’
The adverts practically make sure that people have an idea of what z-o-m-a-t-o looks like. Pankaj Sethi rightly captured the essence by stating the primary idea clearly, that Indians mispronounce words so Zomato just makes fun of it. Unfortunately, this case is regrettably not isolated Thanks to a gold medal performance by cricketer Harbhajan Singh and S.S Sreesanth, it appears that the competition over how to pronounce Zomato has escalated. Numerous advertisements can be found on multiple television stations today with various celebrities arguing over the right way to say the word.
This Zomato campaign, run in conjunction with the Indian Premier League (IPL), appeals to both cricket fans and the general public. A narrative that begins in a family setting and takes the audience on a journey through the city keeps people intrigued about the ad. In a very amusing and relatable manner, Zomato addressed the consumers and portrayed that not only do they deliver the food but they advertise in a way that makes sure a time is kept in mind.
Deepinder Goyal, the founder and CEO of Zomato, endorsed the campaign and shared it on twitter asking the audience how do they pronounciate what Zomato has to offer. Zomato even launched polls and got into interactions with its audience further deepening the relationship with its consumers. Zomato as always joined in on the joke, eliminating the need to suppress the discussion by aligning with the team ZoMaito instead.
Zomato also came up with such quick posts to promote its other campaign that involved quick funny advertisements on Instagram featuring FekiVikwik, Moov, Mamaearth, and WWE India. These quick snapshot, timely promotional ads show how Zomato has effectively woven humour and elements of the culture into their brand to best depict it.
At the end of it all, the Zomato Campaign makes it clear that regardless of the differences in opinions regarding the pronunciation of the brand name, there is at least one thing that is certain, which is that Zomato and its competitors are the only applications that always deliver food on time irrespective of how the name is pronounced.
