Nissan United India facilitates personalised World Cup campaign for Nissan India with Zomato

As cricket fever sweeps across India during the ICC Cricket World Cup, Nissan India has embarked on a journey of personalisation and engagement in collaboration with Zomato.

Nissan India and its partners Nissan United India – the Omnicom agency set-up between TBWA and OMD to provide end-to-end integrated marketing for the brand, have harnessed the diverse audience who turn to the food-delivery app to satisfy their snacking cravings as the Cricket World Cup drama unfolds. 

Recognising the surging demand for food delivery during cricket matches, Nissan seized the opportunity to elevate brand visibility and reinforce its strong position in the market by aligning its strategy with the infectious excitement surrounding the World Cup and leveraging Zomato's expansive market reach to connect with audiences at scale.

The media innovation showcases targeted personalisation and customised Zomato's ‘rider tracking page’ by owning 100% of the app's ad inventory for the duration of the World Cup season – resulting in a striking display of personalised marketing to scores of audiences across the country.

With the customer's home icon transformed into a cricket stadium on Zomato's delivery map, Nissan India's integration strategy aims to resonate more effectively with the cricket-loving masses

Anisha Iyer, CEO, OMD India, said, “Our strategic vision here was to cultivate a topically resonant association with audiences. Cricket, a unifying force, weaves a tapestry of fervour that binds individuals from every nook and cranny of India. And what better way to help bring Nissan's aspiration to reach and engage with our cricket-loving aficionados than with brand integration done right – one that harnesses the combined power of experimentation and innovation to foster deeper connections.”

Mohan Wilson, Marketing Director, Nissan India, said, “We believe associating with ICC Men’s Cricket World Cup 2023 is the perfect platform to celebrate together with our customers, this year’s festive season in India. In light of this unique opportunity to bring together brand enthusiasts, automotive and cricket fans, we are also introducing the style-focused “Magnite Kuro Edition” and the drive experience-focused “Magnite EZ-Shift” to market along with a range of engaging, innovative marketing activations to make this occasion exciting and memorable for our customers this year. Personalisation is key to engaging with our young and highly digital-savvy target audience along with relevance in messaging and live experiences. Hence, we are excited to partner with Zomato, to drive impactful innovative digital-focused marketing campaigns this festive season to excite our customers around various relevant areas such as mobility, food, and sports during this year's ICC Men’s Cricket World Cup 2023.”