Zomato

Building Scalable Digital Growth Across 400+ Cities Through Content & Conversion Synergy

Client

Zomato

Overview

Zomato partnered with 147 during a phase of rapid expansion, where performance marketing was successfully driving growth across cities. However, as content consumption deepened - especially on YouTube - the opportunity was clear: move beyond being a functional platform and start building cultural presence and affinity.

Our role evolved from performance thinking into content strategy - working closely with the Zomato team to activate, shape, and scale their YouTube channel into a high-engagement, creator-led platform.

This was not about producing isolated videos. It was about building a living content ecosystem that audiences would return to.

The Challenge

Zomato had scale, recall, and utility, but YouTube demanded something different: attention, personality, and consistency.

The challenge was to build a content engine that could:

Sustain high-frequency output without fatigue
Compete with creator-native content on entertainment value
Leverage celebrity presence without becoming overly scripted or brand-heavy
Build recurring engagement, not just one-time virality

Zomato had scale, recall, and utility, but YouTube demanded something different: attention, personality, and consistency.

The challenge was to build a content engine that could:

Sustain high-frequency output without fatigue
Compete with creator-native content on entertainment value
Leverage celebrity presence without becoming overly scripted or brand-heavy
Build recurring engagement, not just one-time virality

Our Role & Strategic Contribution

We worked as strategic and creative partners - collaborating closely with Zomato’s internal team to shape the direction, content formats, and execution across the channel.

A large part of the impact came from bringing together the right mix of talent and formats. We helped conceptualize and script content featuring a wide spectrum of personalities - from mainstream celebrities like Sunny Leone and Tiger Shroff to global names like Alan Walker, as well as digital-first creators such as Samay Raina, Kusha Kapila, Ahsaas Channa, and Viraj Ghelani.

Rather than treating these as celebrity appearances, we focused on making them feel native to the platform - designing interactions, challenges, and conversations that audiences would genuinely engage with.

Across the board, 147 contributed to:

Concept development and scripting across multiple formats
Editing and post-production for a large volume of content
Selective shoot execution and creative direction
Structuring formats that allowed repeatability without losing freshness

The result was a channel that felt less like brand content and more like culture in motion.

We worked as strategic and creative partners - collaborating closely with Zomato’s internal team to shape the direction, content formats, and execution across the channel.

Across the board, 147 contributed to:

Concept development and scripting across multiple formats
Editing and post-production for a large volume of content
Selective shoot execution and creative direction
Structuring formats that allowed repeatability without losing freshness

The result was a channel that felt less like brand content and more like culture in motion.

The Outcome

Over a sustained period, this approach helped Zomato build a high-performing YouTube presence.

We contributed to growing the channel to over 250K subscribers (out of ~575K today), while driving millions of cumulative views, comments, and shares across formats.

More importantly, the content consistently generated high audience participation and positive sentiment - with viewers engaging not just with the videos, but with the brand itself.

This shift played a key role in repositioning Zomato from a purely functional app to a brand that understands, reflects, and participates in culture.

Over a sustained period, this approach helped Zomato build a high-performing YouTube presence.

We contributed to growing the channel to over 250K subscribers (out of ~575K today), while driving millions of cumulative views, comments, and shares across formats.

More importantly, the content consistently generated high audience participation and positive sentiment - with viewers engaging not just with the videos, but with the brand itself.

This shift played a key role in repositioning Zomato from a purely functional app to a brand that understands, reflects, and participates in culture.

Why This Case Matters

Content at this scale only works when it feels natural to the platform.

What we built with Zomato wasn’t a campaign, it was a content system rooted in collaboration, creator thinking, and cultural instinct.

It demonstrates how brands can move from interruption to participation, earning attention by being part of what audiences already love.

Summary Block

Industry: Consumer Tech, Food & Delivery
Brand: Zomato
Geography: India
Services: Content Strategy, IP Development, Scripting, Editing, Production Support
Impact: Contributed to 250K+ subscribers, millions of views, high-volume engagement, and strong positive brand sentiment
Key Outcome: Built a culture-led, creator-driven content ecosystem that helped transform Zomato into an always-on, engagement-first brand

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