Zomato has released a new brand campaign featuring Shah Rukh Khan, AR Rahman, Jasprit Bumrah, and Mary Kom, with a focus on consistent effort as the underlying theme. The film moves away from conventional food advertising and instead highlights the discipline and persistence behind individual success.
Shared by Zomato founder and CEO Deepinder Goyal on X (formerly Twitter), the advertisement opens with footage of the four public figures, followed by a montage of their past interviews, performances and achievements. A voiceover questions the “secret ingredient” behind their success before concluding that there is no formula—only hard work, repeated effort, and resilience.
Goyal described the campaign as “not an ad” but “a belief in effort over everything else,” stating that Zomato’s role is to support individuals, whether they are building businesses, raising families, studying, or working, by being a part of their daily routines.
“The fire each one of us carries inside—while food is just the fuel,” Goyal said in his post. “We’re not here to celebrate the stars, but the fire that built them.”
The campaign has generated considerable attention online. Some viewers praised the storytelling approach and drew comparisons to international sportswear advertising, known for focusing on personal discipline. Others questioned the use of high-profile celebrities and suggested that a focus on everyday individuals or themes such as nutrition might have been more relevant.
Zomato has not released details regarding the agency involved, the production team, or the media rollout strategy. The advertisement comes at a time when several digital-first brands are shifting towards purpose-driven messaging, positioning themselves as enablers rather than central figures in consumer narratives.