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Zomato releases crowdsourced TV advertising campaign

Info Edge backed online restaurant guide Zomato.com
has released its latest television commercial following a crowdsourcing
initiative that was conducted in April 2012, reports Campaign India. The
winning entry titled ‘Koi aakhri khwaaish’ was created by a team from Chennai and
follows Zomato’s “20tomillion” crowdsourcing campaign for the competition.

Info Edge backed online restaurant guide Zomato.com
has released its latest television commercial following a crowdsourcing
initiative that was conducted in April 2012, reports Campaign India. The
winning entry titled ‘Koi aakhri khwaaish’ was created by a team from Chennai and
follows Zomato’s “20tomillion” crowdsourcing campaign for the competition.

In the TVC, two men are shown beating up
another man and getting him on gun point before asking him for his last wish.
He responds to this by asking for Dhokla and Ghatiya. The two men look towards
each other wondering where would they get the food items from, before a super
appears which reads Zomato.com. The film ends with a voiceover introducing the
website.

Deepinder Goyal, Founder and Chief
Executive Officer, Zomato.com, said, “At Zomato, we always believe that our
users know best. In the recent past, we ran a campaign where we asked our users
to blog us their feedback about Zomato.com – it was a smash hit for us and we
got invaluable feedback and product iteration ideas from users. On a much
bigger scale, we now wanted our users to create innovative TV ads for us and
hence we applied the same crowdsourcing logic to this campaign as well.”

Pramod Rao, Vice President, Marketing,
Zomato.com, added, “We got over 90 submissions of which we shortlisted
seven TVCs. The film will be on-air for a month and this campaign will be on
air till September (we may run some of the other shortlists on air before the
campaign ends).”

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