SRK, AR Rahman, Jasprit Bumrah, and Mary Kom are all featured in Zomato’s latest “Celebrating Effort” campaign. According to CEO Deepinder Goyal, it’s about honouring the passion that drove their journeys, not about fame.
Four of India’s most renowned figures – Shah Rukh Khan, AR Rahman, Jasprit Bumrah, and Mary Kom – have joined forces in Zomato’s eye-catching new campaign, “Celebrating Effort.” The campaign goes beyond conventional advertising to convey a sentimental and inspiring message: perseverance, not short cuts, is the foundation of success.
The commercial, which was unveiled by Zomato CEO Deepinder Goyal on X (formerly Twitter), begins with a montage of each star’s career-defining moments, interviews, and personal milestones. The voiceover jumps right to the main query: What is the recipe for their success? “No formula,” was the response. Just fire.
In his post, Goyal emphasized that the film isn’t just an ad, but a philosophy that reflects Zomato’s brand values:
“This isn’t an ad. It’s a belief in effort over everything else. Every day, millions of Indians tap ‘Place Order’ on Zomato in between their routines, responsibilities, and dreams. Some are building startups. Some are raising kids. Some are taking a break.”
He continues:
“The fire each one of us carries inside – while food is just the fuel. We’re not here to celebrate the stars, but the fire that built them.”
Zomato puts more emphasis on the human spirit than on food delivery or special deals, echoing how food frequently fosters moments of concentration, relaxation, fortitude, and ambition. The story presents Zomato as more than just a service; it is a travel companion.
The four figures selected for the campaign each represent a distinct type of effort. From rejection to superstardom: SRK. Rahman, in his quest for creative music. Bumrah, who rose from unconventional beginnings to become a worldwide fast-bowling star. And Mary Kom, a representation of tenacity and patriotism.
Zomato only appears subtly in the advertisement, avoiding overt branding and allowing the message of perseverance, hard work, and grit to take centre stage. The campaign’s emotional storytelling and daring break from formulaic food marketing have been hailed in early social media responses.
Future iterations, according to some, might feature common heroes like delivery partners, chefs, or small business owners, who would represent the larger community that supports the Zomato ecosystem. In any case, this campaign presents Zomato as a company that values work in addition to consumption.
