Ad Campaigns
Zomato’s ‘Fuel Your Hustle’ campaign serves a hot tribute to India’s silent strivers
MUMBAI: Zomato is dishing out a power-packed ode to perseverance with its latest campaign, ‘Fuel Your Hustle’, starring a heavyweight cast of Indian icons: Shah Rukh Khan, Mary Kom, AR Rahman, and Jasprit Bumrah.
The emotionally charged campaign spotlights the sweat behind the stardom, tracing each personality’s journey through rare archival footage — some of it never seen before — and gritty behind-the-scenes moments from iconic matches, studios, and film sets. The film is underscored by a stirring track from Kalmi (Nikhil Kalimireddy), the voice behind the viral anthem “Big Dawgs”.
In a world chasing instant wins, ‘Fuel Your Hustle’ flips the script. It’s a celebration of those long, unglamorous hours of hustle — whether it’s SRK’s early theatre days, Mary Kom’s fight against the odds as a mother and champion, Rahman’s studio grind, or Bumrah’s rise from the nets to global cricketing glory.
This isn’t an ad. It’s a belief in effort over everything else.
Every day, millions of Indians tap ‘Place Order’ on @zomato in between their routines, responsibilities and dreams. Some are building startups. Some are raising kids. Some are taking a break.
Different stories, one… pic.twitter.com/ObZ0XWJ7o8
— Deepinder Goyal (@deepigoyal) July 15, 2025
Commenting on the campaign, Zomato marketing Sahibjeet Singh Sawhney said, “This campaign is for a new generation of doers, a reminder that even the stars they look up to started small, stumbled, and kept going. It’s a cheer for the millions of Indians building something, following dreams, caring for loved ones and for themselves, even when it’s hard and no one’s clapping.”
“We’re rooting for those chasing what they care deeply about and showing up for it consistently. Food is just their fuel and we’re glad to be a small part of their journey,” he added.
Posted by Deepinder Goyal, Zomato’s CEO, and live across YouTube, Instagram, and outdoor touchpoints, the campaign rolls out as a full-throttle 360-degree blitz across digital, print, and social media.
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NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
