Food is an integral part of relationships :Pramod Rao

The creative team of Zomato along with Oglivy and Mather have crafted two television commercials that explain the essence of Zomato and the message that they convey to the customer.  As is known, Zomato is a global food network that helps users discover great dining establishments and enable an effective channel of communication between customers and restaurants.

The two new TVCs beautifully try to explain the importance of spending valuable time with our close relations. It tries to capture the moments between a busy son and his mother, and the playful moments between a young daughter and her father. The commercial advertisements are expected to get good audience reception.

Pramod  Rao, SVP-Growth, Zomato, says, “We wanted our TVCs to be about people that use our product and what brings them together as a community.

Food is an integral part of relationships and we wanted it to be as real as possible - something that revolved around what brings us together at our homes and what people could connect with.”

Zomato targets the category of people who fall under the age group of 15 years to 25 years. The young vibrant generation is the highest consumer of internet and Zomato has kept digital as an integral part in their marketing mix in order to reach more people and to have good conversation with their users. Zomato also aims at marketing on social media platforms such as Twitter, Facebook and YouTube.

Pramod Rao explains, “We will complement our digital effort with key partnerships to both deliver user delight and acquire new users in the restaurant discovery space. We are looking to partner with an array of companies in varied industries for the online ordering business as well.”

Talking about competition in the domain, Pramod Rao expresses, “There are a lot of players out there covering different aspects - online ordering, delivery, local search - our competition is fragmented, which makes it easy for us.”

Zomato uses BTL activities too in a big way and relies largely on word of mouth for developing its network. The organisation wants the product to speak for itself and gain attraction through the good work and service that it provides.

In the next few months, it plans to focus on growing its existing products that will help customers connect with restaurants in a much more seamless way than any other player out there has ever done.