Zomato has announced that Bollywood superstar Shah Rukh Khan will be its new brand ambassador, marking a high-profile addition to the food delivery platform’s marketing strategy. The move comes shortly after Khan featured in Zomato’s latest campaign, Fuel Your Hustle, which spotlights the hard work behind some of India’s most well-known success stories.
Follows actor’s appearance in ‘Fuel Your Hustle’ campaign
According to the company, the campaign positions the brand alongside narratives of grit, consistency, and perseverance, themes that Zomato says align with its own journey in India’s competitive food delivery space. Marketing head Sahibjeet Singh Sawhney noted that Khan’s rise from modest beginnings to international fame mirrors the persistence the company wants to project.
Part of a multi-platform marketing push
The partnership is expected to be visible across Zomato’s upcoming advertising efforts, spanning television, digital platforms, print, and outdoor promotions. By leveraging Khan’s cross-generational appeal, Zomato appears to be aiming for a stronger cultural and emotional connection with consumers, while also differentiating itself in an industry where brand loyalty is often price-driven.
This is one of Zomato’s most high-profile celebrity tie-ups in recent years. While Bollywood stars and cricketers have long been brand faces for FMCG and lifestyle companies, major on-demand service platforms have increasingly turned to celebrity endorsements to stand out in a crowded market. Zomato, which started in 2010 as a restaurant discovery service before pivoting to food delivery, has faced stiff competition from Swiggy and other emerging quick-commerce players. The addition of Khan to its brand roster suggests a renewed push for mass-market resonance at a time when customer acquisition costs and retention remain critical challenges in the sector.