Zomato sneaks into matrimonial section, ties readers in knots

The food delivery app has once again pushed its creative boundaries, placing an ad in the matrimonial section and cheekily positioning itself as a prospective brand looking for customers

e4m by Shikha Paliwal
Updated: Aug 20, 2019 8:47 AM



“Well settled, smart and loving brand looking for those who can’t cook”. Or would you prefer a “6’ handsome, wheatish, Italian-origin, good-looking, loving and cheesy pizza”

Yes, it is an ad for the matrimonial classifieds, and no it’s not exactly looking for a bride or groom. These are Zomato’s quirky ads embedded bang in the middle of the matrimonial section of mainstream newspapers.

Zomato has always pushed the envelope with its feisty advertising. And when their ads are not busy grabbing eyeballs and tickling your funny bones, their tweets create national debates. Only recently the food delivery app found itself in the eye of the storm after it snubbed a customer for refusing to accept food from a Muslim delivery boy on grounds of religious sentiment. Twitterati, as expected, was divided on Zomato’s stance.

This controversy came close on the heels of Zomato’s ‘Ghar ka Khanna’ campaign, though in a much lighter vein, when the food delivery app recommended that sometimes eating home cooked food was a good idea. Twitter loved every moment of what followed. Other well-known brands like Dabur, Amazon Prime, The Viral Fever, Mobikwik and Ixigo chipped in with their own version of recommendations. Zomato cheekily told the brands “Guys, kabhi kabhi khud ke acche tweet bhi soch lene chahiye.”

While the instances above created a lot of noise, the matrimonial ads are by contrast quietly popping into the readers’ space as they casually browse for prospective brides, grooms, son-in-laws, daughter-in-laws or whoever may the partner of choice.

Given the fact that the target audience for Zomato is in the age group of 20- 40, the ad placement does make for smart marketing. Besides, the brand recall is great too as the ad camouflages its way in using the age-old tradition in India of arranged marriages. Leaving the reader with a grin on their face, or may be a mild annoyance if they don’t like their search being interrupted.

And here’s another bit of interesting information, the creative and media planning is done by Zomato’s in-house team. Perhaps, that is the reason why Zomato’s communication through advertisements is prompt and fitting.

Says Varun Duggirala, Content Chief and Co-Founder, The Glitch, “Zomato as always hit this one out of the park. Leveraging the print medium to build a strong digital creative is doing the best of both worlds and building so strongly on Zomato as a brand.”

On a parting note, these are not ‘read between the lines’ kind of advertising. In other words, Zomato is not diversifying into the matrimonial business either (last we checked).


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