Zomato’s new ad inspired by Fevikwik’s ad

Zomato had revealed a contest earlier this month with prize money worth Rs. 25 lakhs and welcomed developers to customize ad films for it. The ads must be funny which is less than a minute long in order to qualify. Winners will receive Rs 25 lakhs and will be advertised on TV and YouTube.

Zomato started uploading the posts to their youtube channel and one of the commercials that captured the attention was one that had a ‘fishing’ theme.

Piyush Pandey wrote the ad and he reveals the history of Fevikwik ‘s famous fishing ad in an episode of Season 4 of Netflix ‘s show ‘The Creative Indian’. Pandey told his team to give him a pencil, a coin, a glass of water, and a tube of Fevikwik after writing the advertisement and before meeting the customer.

He dropped the coin into the water, added a drop of Fevikwik to the pencil’s flat end, and dipped the pencil into the water in an effort to pick up the coin.

I was asked by my colleagues, what was the need for this to be done? I told them there’s going to be one guy in the meeting who gets up and says ‘our item doesn’t stick underwater’. I dipped the pencil inside when he did, held it up with the coin sticking to it, and I told them-it does, “Pandey remembers.

References to Zomato as a personal chef, an effort to share food with the delivery boy, are other entrants to the competition. A culinary project went wrong, a quest to bring food to a student staying in a boys’ hostel and a rap song honouring Zomato for serving healthy food in a lockdown were other storylines.

Zomato, founded in 2008 by Deepinder Goyal and Pankaj Chaddah, is an Indian restaurant aggregator and food delivery start-up. Zomato provides restaurant information, menus and user reviews, as well as food delivery options from partner restaurants in select cities. In the aftermath of the COVID-19 outbreak, Zomato also started providing food. As of 2019, the service is available in 24 countries and more than 10,000 cities.

(This article was originally published in Passionate in Marketing.)

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