MAM
Zomato-Sony partner for CID for content integration through a co-branded promo
MUMBAI: In another clever marketing ploy, Zomato and Culver Max Entertainment have
partnered each other to give their respective brands -CID and Zomato – a bit of a nudge into consumers minds. In an interesting and entertaining attempt at content integration, the duo has released a video that is grabbing eyeballs and generating conversations – basically buzz online.
It begins with a Zomato partner calling up ACP Pradyuman (Shivaji Satam) and informing him that he found the CID office door broken when he had come to make a delivery – a perfect set up for a CID investigation.
On arriving at his office, the ACP is informed of the break in and the missing door and he concludes in his typical style that “daal mein kuchch Kaala hain (There’s something funny about this.” )
To which the delivery boy responds “Nahin, Sir. Daal Tadka ka order hain.”
CID’s investigation and forensics team discovers in a funny round about way that the burglar wears size 12 footwear. ACP Pradyuman immediately orders Daya (Daynanad Shetty) to question the neighurhood shoe sellers to find out who in recent times has purchased a size 12 shoe.
But Daya is not available so his replacement does the questioning of shoe shop owners and comes back to inform ACP Pradyuman that his deputy was the only recent buyer of the footwear.
The assistant commissioner then questions Daya who is eating his favourite bhel about his act and his response is that inspector Abhijeet (Aditya Srivastava) had talked about having an open-door policy which is why he broke the door.
To which ACP Pradyuman responds: “We had talked about an open-door policy and not a broken door policy. Ab tumhe bhel bi nahing milegi, bail bhi nahin, sirf jail. (Now you will not get the snack, nor bail, only jail) to Daya’s astonishment.
The video then cuts to the dates and times when Sony is airing CIID.
(To watch the video on I nstagram click here: https://www.instagram.com/p/DD13n12T4jl/)
Does the video work for both brands equally?
The jury is out on this one. Some believe that the promotional message is probably more skewed towards CID, while others point out that it’s okay if the talent was provided and production was done by Sony.
“Zomato’s short form videos normally highlight the partner’s ability and back stories. Either they are informative or they bring forth a chuckle. Followers are familiar with their style of presentation; so let’s not make a hue and cry about this,” says a marketing consultant. “In my opinion the setting works for both. I see a lot of clever marketing and content integration coming out of Sony now that they have a leader who is creative on top.”
Brands
Wow! Momo launches Indian Momo League with city-themed cricket menu
Colourful, region-inspired momos turn match-time snacking into fan play
MUMBAI: Wow! Momo is serving up a fresh spin on cricket fandom this season with the launch of the Indian Momo League, a campaign that turns match-time snacking into a city-led celebration.
Timed alongside the ongoing Indian Premier League, the initiative introduces six city-inspired momo variants, each reflecting the flavour and personality of Kolkata, Chennai, Mumbai, Delhi, Bangalore and Hyderabad. Built around the idea “Har city ka apna momo”, the range uses natural colours and skips synthetic additives, giving fans a vibrant, edible way to back their teams.
From bold reds to electric blues, the momos are designed to stand out both on the plate and on social media feeds. The visual appeal is deliberate, turning everyday snacking into something shareable, playful and distinctly local.
To deepen the experience, the brand has rolled out IML Combos that bundle momos with fries and beverages, creating an easy, match-ready option for viewers at home or gatherings with friends. The campaign also adds a reward layer, with customers ordering these combos getting a chance to win match tickets, linking the living room to the stadium.
Adding to the competitive spirit, a live Momo Scoreboard tracks orders in real time across cities, allowing fans to see how their city is performing beyond the cricket field. The feature introduces a light-hearted rivalry, driven not by runs and wickets, but by bites and orders.
Speaking about the campaign, Wow! Momo Foods Pvt. Ltd. co-founder and CMO Muralikrishnan said, “With Indian Momo League, we wanted to make fandom more participative and personal. ‘Har city ka apna momo’ is our way of celebrating how every city experiences the matches differently, and bringing that emotion into something as simple and joyful as food.”
The campaign is being amplified through city-focused creatives, creator collaborations, in-store activations and real-time digital content, ensuring it stays closely tied to ongoing match conversations throughout the season.
With the Indian Momo League, Wow! Momo blends food, fandom and friendly rivalry into a format that feels both timely and distinctly Indian, proving that during cricket season, even snacks can take centre stage.
