This Zomato Short features stand-up comedian Samay Raina delivering a humorous “roast” that focuses entirely on Zomato’s overly frequent and often bizarre marketing notifications. Instead of denying the complaint, Zomato embraces the criticism, using the roast format to generate highly engaging, funny content. The ad cleverly turns a common annoyance into a memorable campaign, ending with a surprising twist where the comedian praises Zomato’s real-world social impact, particularly their hiring practices.
1. The Strategy: Embracing the Criticism
This advertisement is a masterclass in self-aware marketing a strategy where a brand acknowledges its flaws or annoyances for comedic effect.
The Relatable Complaint: Samay Raina immediately targets Zomato’s notorious marketing strategy: sending “chep” (annoying) and constant notifications with awkward, overly friendly messages like “Tharki Chai Piyogi, Pakode Khaye?” (“Hey flirt, want to drink tea, eat pakodas?”). This complaint is deeply relatable to any app user who feels overwhelmed by notifications.
Turning the Flaw into the Hook: By allowing the comedian to dedicate the entire opening of the ad to roasting their marketing team, Zomato validates the audience’s frustration. This honesty creates trust and makes the audience feel “in on the joke,” driving engagement.
The Joke: Raina pushes the comedy to the extreme, joking that Zomato’s marketing team must have been hired from a place known for crass, aggressive marketing (suggesting “GB Road”).
2. The Unexpected, Powerful Pivot
The most effective part of the ad is the sharp, unexpected shift in tone near the end.
The Twist: After the harsh criticism, Raina suddenly changes course, stating, “Welcome to the roast of Zomato. A lot of respect for Zomato because they hire disabled people”.
The Proof: He humorously illustrates this by mentioning he told Zomato founder Deepinder Goyal that his cousin was “mute and deaf,” and Zomato immediately hired the cousin for their Customer Care Team.
The Impact: This pivot cleverly distracts from the marketing flaws and shines a spotlight on Zomato’s positive social impact and inclusive hiring practices. It ends the ad on a surprisingly positive, authentic, and memorable note that goes far beyond food delivery.
3. A Masterclass in Creator Marketing
This campaign is a template for how brands should use internet creators:
Creator Voice is Key: Samay Raina is known for his signature style of roast and humor. Zomato allowed him to deliver the message in his own voice and tone, which makes the ad feel like organic content rather than a forced commercial.
Transparency as Trust: By being transparent about a common user annoyance (the notifications), Zomato builds a stronger relationship with its audience than if they had tried to pretend the annoyance didn’t exist.
Ending with Purpose: The final praise for Zomato’s hiring initiative leaves a deeper, more meaningful impression than any promotion could, associating the brand with social responsibility rather than just discounts.
