Zomato takes Bappa banter to Mumbai’s streets this Ganesh Chaturthi

For Ganesh Chaturthi, Zomato is bringing its familiar food-first humour to Mumbai’s streets with a series of OOH creatives that put a local spin on conversations around Bappa. 

The campaign uses simple red-and-white billboards, but the messaging does most of the heavy lifting. Built around the idea of what people eat, say and do during the festive season, the creatives turn everyday Mumbai references into playful one-liners — making the billboards feel less like conventional advertising and more like observations from the city itself. 

Across different locations, the messaging changes to reflect the food and culture of Mumbai. One creative reads, “chilli paneer, schezwan rice / bappa is very nice!”, while another plays on the city’s familiar food vocabulary with “mirchi, nimbu, misal / bappa end our hustle!” 

The campaign also leans into the affectionate language of family and celebration. Lines such as “badi-badi baatein / bappa ke liye modak laate!” and “khao cake, khao cookie / bappa hai sabse pookie!” keep the tone light, cheeky and conversational. 

Another billboard turns the familiar Mumbai commute into part of the joke, reading “dadar ke aage seat hai / bappa sabse sweet hai!” — a line that combines a recognisable local reference with the festive sentiment. Elsewhere, “pizza ho ya pasta / bappa dikhaye raasta!” continues the food-led wordplay. 

The execution is particularly suited to Mumbai’s high-traffic outdoor environment. With minimal visual clutter and short, conversational copy, the creatives are design