Zomato ventures into contextual advertising for JioCinema’s coverage of Tata IPL 2024

Dellhi: Zomato, India’s food ordering and delivery platform has launched a series of contextual advertising campaigns, tailored for JioCinema’s coverage of Tata IPL on CTV.  

  

“We are thrilled with what Zomato has done using our customization capability on the JioCinema app,” said Viacom18 Sports Head of Revenue, Anup Govindan. “Zomato’s campaign on JioCinema’s coverage of Tata IPL 2024 is not only a testimony of unconventional creative communication but also the infinite possibilities on digital, showing just how far, wide, and deep brands can go with our custom feeds, 12 languages, and targeting offerings.”

 

Sahibjeet Singh Sawhney, Head of Marketing, Zomato, said, “This campaign is an extension of our celebrated Cricket World Cup campaign, (i.e. Match Ho To Zomato) which was born out of our love and respect for Team India. Seeing the nation rally behind our team during the Cricket World Cup was heartening, and we aim to recreate that excitement with our Tata IPL 2024 campaign. Celebrating the spirit of cricket and food in India – for Tata IPL 2024, we've created separate contextual advertisements for each playing team to truly address and celebrate India's diverse audiences. Our 10 ad films will run in 7 different languages on JioCinema (CTV).”

In another leg of the campaign Zomato has collaborated with Indian cricketer Rinku Singh, transforming his cricket bat into a canvas adorned with quirky messages, seamlessly blending category-themed hooks with the cricketer's personality. 

Singh said, “This collaboration with Zomato is truly one-of-a-kind. It's not just about promoting a brand; it's about connecting with my fans on a deeper level and adding a fun, personal touch to the game we all love.”