Zomato’s creative-witty OOH campaign simply nails it

If something recently didn’t only capture your eyes but also engulfed your mind, gave you a good laughter and convinced you to click it for your social media post then it must be the Zomato’s new OOH campaign. The whacky OOH campaign by the food-app brand, designed in sync with their 360 degree marketing strategy, is amusing the masses with its creative & quirky outdoor messages such as ‘Oonchi hai Building?’, ‘Mera Pizza Ghar aaya o Ram ji’ and many more on the roads of Delhi and Mumbai to be followed by campaigns in seven more cities.

Designed by the in-house creative team of Zomato in association with MOMS Outdoor Media Solutions agency, the new outdoor campaign isn’t limited to OOH only but also doing the rounds of social media networks.

Talking about their marketing campaign objective, Pramod Rao, Marketing Head of Zomato app explains, “While Zomato has been a much-loved brand over the last decade when it comes to anything food, this ad campaign is largely focused on building further awareness about our online food delivery business”.

Where the rest of the market is scouting for new features and technologies on the outdoor medium, the brand actually planned to leverage the traditional aspect of outdoor medium but with a pinch of minimalistic, fun & to-the-point messaging. “The thought process behind this campaign in particular was to leverage outdoor media to catch attention, deliver the key message around online ordering, and create a recall. We’ve just gone live with several of these creatives and we are excited to see how well they have been received,” shares Rao.

Interestingly, Akshar Pathak, Art Director, Zomato app who has conceptualised and designed this campaign, crafted the copy to connect with masses through various trending things amalgamated with food via whimsical wordplay; starting from Bollywood wherein songs have been connected with the food and derived lines like Mera Pizza Ghar aaya o Ram ji, to Political satires with lines like Aache Din to depicting the language of Delhities with MC BC creative. “The creatives are around things people connect with easily either with their day-to-day lives or recognise from pop culture, while being slightly different from the usual outdoor advertising you see in the country,” says Rao.

Overwhelmed with the campaign, Jayesh Yagnik, COO, MOMS shares, “They say that every client is different and every creative is unique in its own way but very seldom you get the chance to work on such a unique set of creatives which are not only outdoor friendly but also whacky by all means. I can say that with these mind-blowing creatives we have literally painted the city red. We are extremely thankful and excited about this new partnership with Zomato which gave us the opportunity to bring this awesome campaign to life”.

“The first day of the campaign itself created a buzz in the market. We feel that Zomato is a completely consumer-centric brand that drives the goal of delivering the best possible consumer experience no matter what, across the country. We strongly feel that we are quite successful in delivering the brand message to the end consumers, effectively and efficiently. We look forward to a long and fulfilling partnership with Zomato,” he adds