“This isn’t an ad. It’s a belief in effort over everything else.” That's how Zomato founder and CEO Deepinder Goyal describes on X (formerly known as Twitter) the food delivery app's latest campaign, Fuel the Hustle, which the brand has dropped recently.
The film, which has already been collab-tagged with Shah Rukh Khan’s official Instagram account, features a greyscale montage showcasing some of India’s most iconic figures: Shah Rukh Khan, AR Rahman, Mary Kom, and Jasprit Bumrah. However, rather than focusing on food delivery, the ad shifts its emphasis to a philosophical message.
It flips the script from product to purpose
The ad poses a series of reflective questions: “What is their secret ingredient?” “What is their secret sauce to greatness?” “What do they know that others do not?”
The film intersperses grainy, throwback footage featuring Mary Kom in training, a younger Bumrah bowling in isolation, Rahman during his early studio days, and Khan in his struggling years.
One clip highlights an old interview with Khan, where he says, “Koi khaas baat hona jaruri nahi hai apne aap mai… aap aam raho, mehenat karo toh khaas baat khudh hojaigi.” (The ambiguity of the cut speaks louder than anything he might’ve said next).
The narration continues: “They know the taste of sweat. The salt of tears… . They know what it takes, the retakes, and the mistakes.”
Then comes the twist: “The truth is, they are just like you and me. Maybe there is no secret recipe. They just wanted it more.”
The film ends with its key message: "The secret ingredient is hustle. Fuel for your hustle."
There’s no app plug, no order prompt, no food visuals; just a flash of the Zomato logo and a closing title card: The secret ingredient is hustle. Fuel the Hustle | Zomato
Not selling food — selling mindset?
Zomato seems to be undergoing a narrative shift from utility to ideology. Fuel the Hustle is less of a commercial and more of a manifesto. It glorifies the grind, pays homage to effort, and subtly aligns Zomato as the behind-the-scenes enabler of ambition.
The classic positioning was "Order food online," but now it is more about saying, "We’re here for your 2 a.m. edits, missed flights, or failed auditions."
Is Zomato selling belief now? What next — a TEDxTalk powered by 'Mom’s paratha and hustle'?
The internet is questioning: If it isn’t an advertisement, why is it being promoted as one?
Social media, especially Instagram and X, is flooded with commentary, part awe, part analysis. While many praised the star power, craft, and cinematic tone, others questioned the positioning.
A user compared the ad with Apple’s Crazy Ones: “This is like a discount version of the Crazy Ones ad by Apple.
Another user questioned the campaign’s budget, suggesting that instead of roping in multiple celebrities, Zomato could have redirected the spend towards its delivery partners.
A pattern of emotional pivots
Zomato is no stranger to sharp pivots in brand storytelling.
2021: Zomato launched a heartfelt ad showing a drenched delivery partner in the rain — which, while widely shared, was also criticised for romanticising gig work.
2022: The brand followed this with a campaign titled Zomato Instant, which again faced criticism for its unrealistic delivery timelines and potential for burnout among delivery personnel.
2023: Zomato vs Zomahto was a witty, self-referential campaign that played on the debate: 'Zomato or Zomahto'. Featuring actor Ranveer Singh and cricketer Chris Gayle, the campaign captured attention through humour and generated widespread online conversations.
In the same year, the brand launched Zomato Everyday with a focus on ghar jaisa khana, subtly addressing India’s growing health-conscious consumers while pitting itself against cloud kitchens.
2024: An IPL-driven ad was launched with Ranveer Singh, along with actors Samantha Ruth Prabhu and cricketer Cheteshwar Pujara, which leaned into hype, humour, and scale — a classic mass-market play.
Cut to 2025: Fuel the Hustle stands out from previous campaigns. It’s the most thought-provoking work the brand has done, and the fact that Goyal had to clarify, “This isn’t an ad,” says a lot.
Why now?
Zomato (now rebranded as Eternal Ltd) reported a net profit of Rs 175 crore in Q4 FY24, marking its second consecutive profitable quarter and demonstrating momentum in its financial turnaround. While Q4 FY25 saw a year-on-year dip in profit to Rs 39 crore, the company still delivered a full-year profit of Rs 527 crore in FY25, up from Rs 351 crore in FY24, indicating stronger underlying fundamentals.
At the same time, the company is aggressively expanding its premium and loyalty offerings for Zomato Gold and Zomato Pro while doubling down on cloud kitchens and intercity delivery.
These moves reflect a broader strategy to deepen engagement and diversify customer value propositions.
In this context, a campaign like Fuel the Hustle could serve multiple strategic functions:
Employer Branding: As a cultural tone-setter to attract and retain top talent in a competitive tech market.
Brand Affinity: Positioning Zomato as more than a transactional food delivery app—one that supports the everyday hustle of its users.
Soft Launchpad: Serving as a creative platform or mood board for introducing future product extensions around wellness, hustle-fuel foods, or productivity-linked offerings.
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