THE OPPORTUNITY
COVID-19, the subsequent lockdowns, and the negative sentiment that came with it, changed things drastically for a lot of categories. Food delivery was one of them where initially the impact was big, with a lot of uncertainty surrounding safety of food delivery. But then came a green signal from the government and WHO (World health Organisation), and some people began ordering again. These were mostly youngsters & young couples, while a large number of families still remained fence-sitters.
This is how we took a step towards the return to normalcy with regards to food ordering, and reminding the fence-sitters of what they had been missing out on.
THE IDEA
What better way to get people to order again than to remind them of their own love for food? As well as letting them know that they had unnecessarily been denying themselves this love. By using humour to disarm their defences, through a very relatable story of a family who discovers the joy of great food again.
This was supported by the confidence boosting statistic that Zomato had delivered more than 12cr orders since lockdown.
