Zomato's 'Fuel Your Hustle' Campaign Celebrates Grit with Star-Studded Cast

Zomato has unveiled its new campaign, Fuel Your Hustle, a movie centric ode to the incessant grind that defines success, with Indian celebrities Shah Rukh Khan, Mary Kom, AR Rahman, and Jasprit Bumrah.

Posted on social media by Zomato CEO Deepinder Goyal, the one-minute-long ad changes the brand focus from food to the discipline and determination that characterizes extraordinary journeys and caused a sensation online.

The black and white commercial makes a seamless combination of the historical clips and new images of the famous people, demonstrating their beginning stage and unknown work.

It asks a poignant question, in a strong voiceover,  “What’s their secret ingredient? The taste of sweat, the salt of tears. They wake up when it’s dark, show up when it’s hard… There is no secret recipe. They just want it more.” The tagline of the film is as follows, the secret ingredient is hustle. Make your hustle run. Zomato, which places the brand as perseverance partner.

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• Zomato Shifts Focus from Food to Grit in New Star-Studded ‘Fuel Your Hustle’ Ad
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This ad, unlike the previous campaigns, where Zomato sticks to the images of food evoking feelings of warmth or humor, does not focus on the imagery of food but focuses on the grind rather than hunger. There have been mixed responses on social media with some commending the inspirational message and star power, though others have cited a similarity to AppleThink Different campaign.

X users comment on the emotional appeal surrounding the ad, dubbing it a motivational feast, and congratulating Zomato on taking a bold step in changing its narrative. Nevertheless, it was speculated that many were wondering why it abandoned its identity of a brand specializing in food delivery particularly at a point food delivery industry had reached a stagnant growth point.

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Shot in cinematic style, the video Fuel Your Hustle highlights the power of advertising playbook being shifted by Zomato, as it has evolved personalized emotional appeal to more general cultural one. The campaign fits in line with the intention of the brand to reach out to millions of users that balance between dreams and work, which Goyal wrote in an X, told. Since Zomato is still unable to become innovative, this ad is a bold move to become known not as the convenience-driven company anymore but one that rewards the hustle that wins.