Zomato ropes in Shah Rukh Khan for new 'Fuel Your Hustle' brand campaign

Zomato, the food-tech major operated by Deepinder Goyal-led Eternal, has roped in superstar Shah Rukh Khan as its new brand ambassador. The announcement follows Shah Rukh Khan’s recent appearance in Zomato’s latest campaign, Fuel Your Hustle, which celebrates the quiet grind behind some of India’s most celebrated names. Zomato says that through the campaign and this association, it aims to resonate with every individual who truly believes in hard work and consistency and reinforce its commitment to supporting their journey with food.

The company says the collaboration will see Shah Rukh Khan featured prominently across Zomato’s multi-platform marketing initiatives, including television commercials, digital campaigns, print and outdoor activations.

Sahibjeet Singh Sawhney, Marketing Head, Zomato , said Shah Rukh Khan’s journey, from humble beginnings to global icon, mirrors the grit and persistence we believe in. “No shortcuts, just relentless progress. We're excited to welcome him as our brand ambassador, inspiring millions to keep showing up and fuelling their ambition. His influence transcends generations and borders and is a reminder for India to keep at it.”

Shah Rukh Khan said Zomato’s story is one of hustle, innovation and a love for bringing people closer to what they cherish most—great food. “It’s a journey that resonates with me deeply, and I am thrilled to be part of a brand that has become a household name across India."

Apart from Zomato, Eternal’s other businesses are spread across verticals, including quick commerce (Blinkit), going-out offerings (District) and B2B supplies (Hyperpure).

Accessibility push: Zomato, Blinkit test features with users

Separately, Zomato yesterday held a two-day ‘accessibility’ conclave at their headquarters in Delhi NCR. The conclave was organised to test the real-world usability and accessibility of the Zomato and Blinkit apps for persons with visual impairments and age-related challenges. Participants provided feedback on assistive technologies like TalkBack, VoiceOver, Zoom, switch control, external keyboards, etc., across areas like account setup, search and discovery, navigating, cart checkouts, notification interaction, among others.

Over 3,000 persons with disabilities are a part of Zomato’s delivery fleet, who have access to dignified livelihood through custom motorised wheelchairs, which they use to undertake deliveries.

The conclave also saw the launch of a key feature to improve accessibility. Available for all users to opt in, customers can now share information about the support they require for a customised experience of the apps, settings for which can be enabled under ‘accessibility settings’ in the profile section of the Zomato app.

Rajesh Aggarwal, Secretary of the Department of Empowerment of Persons with Disabilities, Ministry of Social Justice and Empowerment, said that if designed with empathy and foresight, digital and mobile applications can offer a powerful pathway to empower persons with disabilities and benefit businesses as well. "With accessibility testing conclaves such as these, Zomato and Blinkit are paving the way forward to a corporate ecosystem that is more diverse, equitable and inclusive."

Eternal Chief Sustainability Officer Anjalli Ravi Kumar said the Access-Ability Conclave is a significant step towards enabling inclusive access to essentials and delicious meals through our Blinkit and Zomato apps.