Zomato | YouTube Channel Strategy & Original IP Development
From Zero to Zomato's YouTube Universe.
Brief:
Build Zomato's YouTube channel from scratch. Not just another platform to upload ads, but an entertainment destination people would willingly subscribe to.
From defining the channel strategy and content programming to conceptualising original IPs, collaborating with creators, and overseeing end-to-end execution, the objective was to build an audience through entertainment-first storytelling.
The ambition? Turn Zomato from a brand people order from into a brand people tune in to.
The Outcome: Built to Entertain. Scaled to Perform.
53 videos produced in 6 months, maintaining a consistent publishing cadence of approximately two videos every week.
Nearly every second video crossed 500K+ views, proving that consistency and creativity could go hand in hand.
Subscribers grew from 170K to 500K in just 6 months, nearly tripling the channel's audience.
A viral IP featuring Samay Raina generated 5M+ views per video, with the content continuing to resurface in people's feeds long after launch.
The biggest win? Turning Zomato's YouTube presence into an entertainment destination, not just another brand channel.
Zomato | YouTube Channel Strategy & Original IP Development
Creatives
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