Zomato | Brand Perception, Reputation & Original IP
Beyond the Uniform: The Zomato Talent Hunt
Brief: With growing conversations around the treatment of delivery partners, Zomato needed to address a larger brand perception challenge.
The existing Humans of Zomato series had the right intent but wasn't generating enough audience interest to meaningfully shift the narrative.
The creative pivot? Stop telling people how Zomato treats its delivery partners and start giving delivery partners a platform to tell their own stories.
What began as a corporate storytelling initiative evolved into a nationwide talent hunt, discovering singers, rappers, musicians, and performers, and pairing them with popular creators to turn real stories into entertainment people would actually choose to watch.
Samay Raina × MC Lit | The First Talent Hunt Discovery
The Idea: MC Lit, a rapper and Zomato delivery partner, became the first talent selected from the nationwide hunt. Paired with Samay Raina, the film brought together music, comedy, and a day of deliveries to showcase the person and passion behind the uniform.
The Outcome: 5M+ views, #15 on YouTube Trending, and a bigger stage for MC Lit, who later went on to open for Divine.
From Delivering Food to Sharing the Stage with DIVINE
The Samay Raina × MC Lit video brought her talent into the spotlight, earning her recognition far beyond Zomato's delivery fleet.
Soon after the video's success, MC Lit went on to open for rapper DIVINE, performing in front of a live audience.
What started as a brand initiative became a real career opportunity.
Next up was Aman Khali, a gifted singer and Zomato delivery partner who submitted his entry to the Talent Hunt. A collaboration with Sony Music gave him the opportunity to record a cover of Khwab alongside Iqlipse Nova and Aditya Sirsa.
The Impact: What began as a Talent Hunt entry turned into a professional music collaboration, giving an undiscovered voice a platform alongside established artists.
Because sometimes, all talent needs is the right stage.
