Zomato celebrates its 16th birthday with comedic roast show

Zomato has embarked on an audacious marketing venture by launching an unconventional roast show featuring stand-up comedian Samay Raina. This bold move coincides with Zomato's 16th anniversary, highlighting the brand's adventurous approach to promotion.

In the inaugural clip, Samay Raina humorously takes aim at Zomato’s pop-up notifications and playfully ribs their customer support team. What sets this apart is Raina's daring use of explicit language and his cheeky decision to sport a T-shirt from Zomato’s competitor, Swiggy, making it a particularly daring move for the brand.

Adding authenticity, Zomato CEO Deepinder Goyal is spotted among the audience, alongside Albinder Dhindsa, co-founder of Blinkit. The audience, largely comprised of Zomato employees, sets the stage for a lively atmosphere.

Sources reveal that other stand-up comedians such as Shreeja Chaturvedi, Swati Sachdeva, and Gaurav Kapoor will also join in this roast battle. These comedians have been encouraged to unleash their wit with no holds barred.

Further clips from these comedians will roll out on Zomato's social media platforms as part of the campaign, aiming not only to entertain but also to engage their audience while celebrating the company's milestone.

This approach draws parallels with Netflix's roast format used for promoting films and shows, but here, it’s the brand itself that’s humorously scrutinized.

This isn’t the first time Zomato has collaborated with comedians. Past ventures include video series featuring Samay Raina and former brand manager Sahiba Bali, where Raina’s humor pushed boundaries.

Additionally, Zomato has partnered with comedians Gaurav Gupta and Gaurav Kapoor, exploring themes rooted in cultural backgrounds such as Punjabi and Baniya identities.

CEO Deepinder Goyal is also hosting a podcast series called Breaking Bread on Zomato's YouTube channel. The series features discussions with restaurateurs, pub owners, and industry experts covering topics like business growth and industry challenges.

The success of similar roast shows, like the Pretty Good Roast Show featuring notable personalities, likely influenced Zomato’s decision to venture into this format. These shows gained significant traction on YouTube, indicating a positive reception from audiences.