Zomato Order.
Your Right Way to Food.
Objective- Zomato has been the leading food review and info portal in the country and after much anticipation the brand has finally extended its plate to online App based ordering within New Delhi.
The objective of the campaign is to establish Zomato order as a brand and encourage consumers to not only download but to register themselves on the application.
Challenge- To establish Zomato Order as the go to food ordering app.
Proposition -
Your right way to food.
The key proposition lies in terms of challenging the old ways of ordering food. That is, On Call Ordering. The hassles which one used to go through to order food is now a thing of the past. No more searching for scrappy menu sheets. No need to face the torment of partially deaf and dumb people on the other side of the phone. No more faulty numbers. Gone are the days when you couldn't order food cause you’ve got no cash on you cause zomato order redefines and almost unapologetically gets rid of all the food ordering problems this world is poised with.
Delivery - The mediums being involved in this campaign are TV. 4 TV commercials of 20-25 seconds each addressing everytime to a different but familiar problem.
Other mediums involve- Print campaign and an integrated Online-Offline campaign.
Insight - Food ordering is most agonising task when people are extremely hungry.
Concept - The story of two run-in-the-mill city boys and roommates; Haris and Mody(age- 20 -24). They live in a rented flat and the movies are nothing extracts from their lives of dealing with the so called food problems.
Haris is a frail looking, angry man.
Mody is the fat one. Enough said.
**NOTE - The story board for all four commercial scripts can be scrolled through their aformentioned picture frames.**
Haris asks body to call up home delivery for a pizza.
Haris asks body to call up home delivery for a pizza.
TVC 1- 25 sec.
Film opens with a scene where we find Mody and Haris lying lazy in their living room eating stale chips and getting bored to death.
Haris- Bhai kuch order kar na yaar Mody, bhook ne peat ka peatha bana diya hai !!
Mody looks at Haris and nods in a lazy manner.
Next we see Mody on phone with the pizza delivery service.
Mody (frustated) -
Arre Tall nai !! Small Pizza
Arre Small !! Small !! Small !!
Next we see that Mody, after so many attempts has finally managed to place the order.
Mody - haan to bhai bill kitna bana ?
Attendent: Sir Do-saw-Nabbo.
Mody: Kya ? Nabbo ??
Attendant: Haan sir Nabbo.
Mody: Matlab Nabbe ??
Attendent: Haanji Sir , Nabbo.
Mody with a poker face.
MVO - Abbe baba aadam k zammane se order karega to NABBO pe hi fassa reh jaega.
We see the product window with the Zomato Order Logo.
MVO - Download Zomato Order. One Click and Order placed.
Taaki Nabbe ,, Nabbo na bann paye.
Zomato Order logo.
MVO - Zomato Order. Your right way to food.
Modi and Haris stuck under heaps of pamphlets.
Modi after finding out his last sec result sheet.
Modi and Haris stuck under heaps of pamphlets.
TVC 2 - 15 Sec.
We see Mody walk in to the frame to Haris who is sitting working on his laptop.
Mody- Haris maine pizza order kar diya hai. 400 Rupay jaldi se de. Change diyo.
Next we see Haris who is looking at him with a uneasy look.
We see Haris pulling out his pockets which are obvioulsy empty.
Haris - abbe mere paas nangga paise nai ek !!
Mody(Bothered) - tereko ko bola tha na ATM se nikal liyo !!
Haris - arre main so gaya kal jaldi.
Mody(Anxious) -arre to pease kaun dega ab !?
Suddenly the door bell rings.
We see Mody and Haris both with a Poker face.
MVO -Jab mein na ho pease to dont worry !!
Zomato Order Logo.
MVO -Download Zomato Order. One Click online payment.
Taaki peat pooja mein Lakhsmi na tang karre.
MVO- Zomato Order. Your right way to food.
TVC 3 - 25 sec.
First we see Mody and Haris are anxiously shuffling through heaps of menu pamphlets in search of a pizza delivery.
Harris- Abey kahan gaya yaar !?
Mody - Yahin kahin hoga yaar. Dekhta reh.
Harris - parso hi to mangaya tha.
Mody - Haan to wapas nai rakhna hota hai Kya??
Harris - Bhai Rakkha to tha !!
Mody- Ghantta rakha !! Yahan bas teri rasoi aur Sexy south indian k pamphlet hain !
Next we see that Mody finds a menu which he thinks is the right one.
Mody - Oye Mil Gaya !!
Harris - Salle tere last semester ka result hai wo !!
We See Mody with a stunned look on his face.
MVO - Aapki shaadi ka card dhundhna aasan hai.. Wo menu nahi !!
We see the Zomato Order Logo.
MVO- Download Zomato Order. All restaurants and menu listings at one place, one click away.
Taaki khaane mein menu na khaane padde!!
MVO - Zomato Order. Your right way to food.
Modi gets off the phone after ordering.
Paris shouts out in agony. "PIIIIZZZZZAAA"
Modi gets off the phone after ordering.
TVC 4 - 15 Sec
First we see Mody and harris on their bean bags.
We see Haris watching TV and Mody on his talking on phone.
Mody gets off the phone.
Mody(to the delivery attendant) - 40 minutes ? Cool no problem, Thanks Bye.
Harris gazes at mody with a sad look on his face.
Harris(to mody)- 40 minutes ?
Mody(Sighs) - hmmm .... 40 minutes.
We see both of them cross their arms over their heads and take a deep breath.
Next we see that now suddenly two old men wearing the same clothes as Harris' and Mody's, were in the same frame in the same position.
Old Mody - PIIZZZZZAAAAAAA ?????!!!
MVO - Khaane ka na aata na pata ??
Both of them nod to agree to the voice over.
MVO -To Download Zomato Order. Real time order tracking k saath.
Taaki khaane ki raah mein, umar na nikle !!
Next we see Zomato Order Logo.
MVO-
Zomato Order.
You right way to food !
Print Campaign.
Print 1
Visual - An evil old school telephone. Dressed in old school mafia outfit.
Main Copy - I’m the one who’s going to listen you beg me for food.
Sub Copy and Logo - Don't let them win. Your right way to food at Zomato order(logo)
Footer - Wage a war against these food ordering villains at - (barcode or links to a game download from Playstore and Apple Appstore)
Print 2
Visual -
A pile of pamphlets looking like a gang of crooks.
Main Copy -
There’s no way you’re getting to the right one on time.
Sub Copy and Logo -
With real time upgraded listing, don’t let them win.
Your right way to food at Zomato order(logo)
Footer - Wage a war against these food ordering villains at - (barcode or links to a game download from Playstore and Apple Appstore)
Print 3
Visual -
An empty cashless wallet with an evil grin to its face.
Main Copy -
No Cash ! No Food !
Sub Copy and Logo -
With online cashless payment, don’t let them win.
Your right way to food at Zomato order(logo)
Footer - Wage a war against these food ordering villains at - (barcode or links to a game download from Playstore and Apple Appstore)
Online Offline.
Zomato Food Shoot game- The game will launched across all platforms and the purpose of the game is to defeat the evils of food ordering to earn Zomato Order coupons which can only be redeemed through the Zomato Order application.
Users can link their Facebook accounts and share the progress made on the game and one weekly winner will get a chance to go out for a free 3 course meal to any of the partnered restaurants.
The game should be interactive with multiple levels to wage a war against all food ordering evils like Cash transactions, Telephones, etc.
Users can avail discounts with progress they make in the game.