Zomato has launched a new series of AI-generated ads as part of its Tata IPL 2024 campaign, enhancing the engagement and excitement surrounding T20 cricket. These ads, developed by Zomato’s internal creative team and directed by renowned filmmakers Raj Nidimoru and Krishna DK, prominently feature Zomato’s ambassador, superstar Ranveer Singh, along with Samantha Prabhu and Cheteshwar Pujara.
The ads are designed to reflect the themes of friendship and the enjoyment of watching cricket while ordering favorite dishes online. They are personalized for each restaurant partner, showcasing their signature dishes, thereby providing a customized advertising solution during the busy cricket season. Ryde Productions handled the production of the campaign.
Sahibjeet Singh Sawhney, Zomato’s head of marketing, commented, “At Zomato, we continuously strive to offer value-added services to our restaurant partners and customers. This initiative exemplifies our dedication to supporting our partners and enriching the food ordering experience for our customers. We are excited to witness how these personalised ads will propel our restaurant partners’ promotional efforts, enabling them to reach a wider audience set through targeted marketing.”
Directors Raj Nidimoru and Krishna DK shared their experience, saying, “Collaborating with Ranveer, Samantha, and Pujara on set was a fantastic experience that brought a unique charm to the films. It was exciting to blend the worlds of cricket, movies, and Zomato in a quirky way. Although we don’t often do ads, we were thrilled to be a part of this creative journey with Zomato. The experience was surprisingly collaborative and a lot of fun!”
These AI ads enable participating restaurant partners to connect with their customers more effectively by delivering content that resonates with the IPL audience.
For the Tata IPL 2024 season, Zomato has created over 900 assets for use across various platforms including CTV, print, outdoor, and cricket-related apps, utilizing JioCinema’s multilingual capabilities and celebrity collaborations to maximize reach and impact.