Zomato, known for its sharp wit and snackable creatives, has taken a surprising turn with its latest campaign, Fuel Your Hustle. The new film features Shah Rukh Khan alongside AR Rahman, Mary Kom, and Jasprit Bumrah. Moving away from its usual food-driven humour, the campaign offers a cinematic narrative focused on celebrating the hard work and perseverance that go unnoticed behind success.
{Pic credits: Instagram}
For Zomato, this shift marks more than just a campaign—it’s an expression of the brand’s evolving identity. The company has officially announced Shah Rukh Khan as its brand ambassador. Zomato’s marketing head, Sahibjeet Singh Sawhney, explained that Khan embodies the brand’s core values of hard work and consistency.
“Shah Rukh Khan’s journey, from humble beginnings to global icon, mirrors the grit and persistence we believe in. No shortcuts, just relentless progress,” said Sawhney. The association with Khan is intended to reinforce Zomato’s commitment to supporting people’s daily journeys, not just through food, but by highlighting the grind that leads to success.
A campaign that’s dividing opinions
When the campaign launched, it quickly sparked discussions in marketing circles. Communications consultant Karthik Srinivasan called it “the most un-Zomato ad” he’s ever seen. Some questioned whether positioning Zomato as a partner in the hustle aligns well with a food-tech platform’s core proposition. Others viewed the campaign as a natural progression for Zomato, one that moves away from urban youth targeting towards a broader, more aspirational storytelling approach.
Zomato founder Deepinder Goyal described the campaign as “not an ad, but a belief,” positioning the company as a silent partner in the daily hustle of millions. Whether building businesses, pursuing careers, or navigating daily challenges, Zomato is framing itself as part of the journey.
King Khan’s organic connection to Zomato
Shah Rukh Khan, in his statement, said the association felt natural. “Zomato’s story is one of hustle, innovation, and a love for bringing people closer to what they cherish most—great food. It’s a journey that resonates with me deeply, and I am thrilled to be part of a brand that has become a household name across India.”
As part of the collaboration, Khan will be featured in Zomato’s multi-platform marketing, which includes television commercials, digital campaigns, print, and outdoor activations.
