NEW DELHI :
Craving is the magic word for online food ordering platforms and Zomato is leveraging it in its new television campaign. The new ad campaign titled Mat kar Ichha Control, Zomato Khol depicts instances of cravings from everyday life and urges users to take advantage of its app and fulfill the food cravings.
Created by advertising agency McCann India, the first ad features a young employee Rahul Dua who is consumed by the everyday dilemma of eating home cooked food or ordering at work. When faced with another dilemma of choosing between a friend's bachelor party and a date night, he realizes that letting go of all his cravings will unintentionally lead him to a cycle where he might end up suppressing all his wants in life. He ends up ordering a pizza.
The second spot captures similar story albeit through a teenager's perspective. The ad highlights the teenage aspirations which are often in conflict with their parents - that forever pending Goa trip versus the family summer vacation in a hometown (Phagwara, in this case) and home cooked dinner or ordering butter chicken. The boy in the campaign chooses craving over ghar ka khana and orders butter chicken from Zomato.
"Most customers feel an internal tussle when they crave to order outside food. This tussle is mostly around social conditioning where they feel that giving into their craving depicts a lack of self-control. Through this TVC, we attempt to encourage users to live larger than life and give into their cravings, guilt-free," said Sandeep Anand, chief marketing officer - food delivery, Zomato.
Apart from television, the campaign is being promoted across online and social media platforms, to amplify digital conversations, including interactive digital engagements on Twitter and Instagram.