afaqs! news bureau

Zomato harvests regional diversity; celebrates Pongal, Uttarayana, and Lohri in new spots

The campaign films celebrate family love and warmth, traditions, and the evolving cultural landscape.

In a tribute to the rich tapestry of India's harvest festivals, Zomato has unveiled a series of ad films celebrating Pongal, Makar Sankranti/Uttarayana, and Lohri. Each festival marks the grand harvest and the onset of auspicious times, and Zomato's latest ads mirror this sentiment.

Zomato's ad films capture the spirit of these harvest festivals, emphasising the significance of tradition, familial bonds, and the evolving cultural landscape. The campaign encapsulates the warmth and bond shared between the generations and highlights the relationship between a grandmother and her teenage granddaughter who comes home to celebrate Pongal with her family.

The film captures their heartwarming relationship with a quirky twist wherein they challenge each other to try something new. While the granddaughter savours a traditional Pongal dish and other festival rituals, possibly for the first time, her grandmother too embraces the new.

She tries a few Gen-Z trends taught by her granddaughter, finally having a bite of a dish she hasn't tried at the end. The film subtly underscores technology's seamless integration with age-old traditions. The grandmother, discovering Zomato's role in connecting generations and preserving culture, finds diverse Pongal dishes on the platform.

In another tale, Zomato's Lohri film captures the joyous celebration of the festival in a Punjabi household, particularly significant as they welcome a new member to the family. The narrative revolves around a 7-year-old boy who innocently documents the house's festive preparations.

His excitement peaks when he discovers his younger brother, Tingu, near a Zomato delivery partner who has brought special Lohri delicacies to the household. The twist unfolds as Tingu is revealed to be the family's pet dog, celebrating his first Lohri in the household.

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