Zomato celebrates 16th birthday with comedic roast show
Zomato Celebrates 16th Anniversary with Bold Roast Show Featuring Comedian Samay Raina, Engages Audience with Humorous Campaign
Sumit Rawat
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In a daring marketing move, Zomato has launched a unique roast show featuring stand-up comedian Samay Raina. This unconventional campaign, marking Zomato's 16th anniversary, highlights the brand's willingness to take risks in its promotional strategies. The first clip, released by Raina, humorously targets Zomato’s pop-up notifications and even pokes fun at their customer support team. The use of explicit language and Raina’s choice to wear a T-shirt from Zomato’s competitor Swiggy makes this a particularly bold move for the brand.
Adding to the authenticity, Zomato's CEO Deepinder Goyal is seen sitting in the audience, alongside Albinder Dhindsa, co-founder of Blinkit. The roast show also features comedians Shreeja Chaturvedi, Swati Sachdeva, and Gaurav Kapoor, encouraged to be brutal with their jokes. Clips from these performances will be released on Zomato's social media channels as part of the campaign, aiming to engage and entertain their audience while celebrating the company's milestone. This approach is reminiscent of Netflix's roast format but with a twist, as the brand itself becomes the comedic target.
Zomato has a history of collaborating with comedians. Previous partnerships included multiple video series with Samay Raina and former brand manager Sahiba Bali, where Raina used non-veg humour. They have also worked with comedians Gaurav Gupta and Gaurav Kapoor, featuring routines on cultural and familial themes. Additionally, CEO Deepinder Goyal runs a podcast series, Breaking Bread, on Zomato's YouTube page, interviewing industry professionals on business growth and challenges.
The success of the Pretty Good Roast Show, which featured personalities like Ashish Solanki, Huma Qureshi, Kusha Kapila, Anubhav Singh Bassi, and Aakash Gupta, likely influenced Zomato's decision to create their own roast show. The videos from this series garnered significant viewership on YouTube, indicating that audiences are receptive to this format of humour.
