ZOMATOFestive cravings, localized.
Case Study: Food-tech
8.6M
Views
7.4%
Engagement Rate
4.4x
ROI
26
Creators
74
Deliverables
4 weeks
Timeline
The brief
WHAT WAS AT STAKE.
Zomato's festive push had a geography problem: metro audiences were saturated, and the real growth sat in Tier-2 cities where national food content rarely lands.
We cast twenty-six local food creators across twelve cities, the voices people actually ask where to eat, and briefed them in their own language, their own streets, and their own festive tables.
Hyperlocal tracking links let us read trial orders city by city, shifting creator weight mid-campaign toward the markets responding hardest.
The playbook
HOW IT RAN.
Hyperlocal casting
Twenty-six city-native food creators across twelve Tier-2 markets, chosen for local trust over follower counts.
Language-first briefs
Content scripted in-region and in-language, built around real festive tables rather than studio food styling.
City-level attribution
Tracking links read trial orders per city, letting us re-weight creator spend mid-flight.
Trial-to-habit report
Post-campaign analysis separated festive spikes from repeat orders, city by city.
From the campaign
"The team understood both content quality and performance pressure. We got clear communication, fast follow-ups, and useful post-campaign insights."
Neha Suri
Brand Partnerships