Indian Brands every marketer should follow on Instagram: Zomato Chapter

Navigating India's Digital Landscape: Fun Indian brands

This series aims to equip executives and international teams with insights into effective social media Go-To-Market (GTM) strategies for India. It's also for anyone simply curious about the most engaging brands in the country.

In this installment of "Best Brands to Follow in India," we're diving deep into the Eternal Group, or as we call it, the Zomato Universe. Why a "universe"? Because with the recent addition of 'District' to their portfolio, this group now boasts nearly 20 active pages. These include properties related to Blinkit, District, Feeding India, Hyperpure, and their founders. Each page posts consistently, without redundancy. Zomato clearly believes the ROI from the distribution each page offers far outweighs the cost of maintaining its activity.

However, not every page is equally valuable for a marketer. Let's explore which ones truly offer the most engaging and useful insights to understand the country's pulse.

Zomato's Impactful Content Strategy

Zomato might post less frequently than some brands, but their high-effort content consistently hits the mark. Like many top brands, their strategy often centers on current trends and moment marketing, executed with remarkable speed.

Take, for instance, their recent reel featuring Shubham Gaur, released swiftly after India's victory over Pakistan in the ICC Champions Trophy. It was both funny and a prime example of their quick execution.

Another standout is their campaign centered on Bangalore's unique weather. This featured an interesting casting choice with Dino Morea and Ashish Vidyarthi, adding a compelling layer to the narrative. Zomato Team: Nikhil George, Geetika Jatta, Directed By: Anirudh More, Produced by: Deepika Goyal Ryde and Lyrics by: Pradyot Mokashi.

Blinkit: A Masterclass in Quick Commerce Content

Let's turn to Blinkit, a sister brand within the Eternal Group. They've truly ramped up their content game, showcasing everything a high-spending brand could want: high-effort commercials, impactful creator collaborations, sharp topical meme posts, and brilliantly executed brand partnerships. As quick commerce rapidly rises, Blinkit's page effectively highlights numerous brand collaborations happening directly on their platform.

Let's dive into some of their most well-thought-out reels and campaigns.

High-Effort Campaigns

• Holi campaign: https://www.instagram.com/p/DHDdFIvXN6/

Standout Copywriting

Blinkit excels at clever, engaging copy:

• On reaching 500k: https://www.instagram.com/p/DHX5R_cvvnM/?img_index=6

• The guy I like vs the guy who likes me: https://www.instagram.com/p/DHP6KOnodps/

• Cats in Blinkit bags: https://www.instagram.com/p/DIngDIqvZao/

• Smart copywriting utilizing Instagram's 2x speed feature: https://www.instagram.com/p/DKuMsSiPZe3/

• Playful and engaging posts that keep them at the top: https://www.instagram.com/p/DKbY28AoRoZ/

• Aam khaogi cutie? https://www.instagram.com/p/DJ680iTIKVP/

• This popular trend execution: https://www.instagram.com/p/DJs6GhmPI4v/

• Phillips collaboration: https://www.instagram.com/p/DG7hVB2IHt2/

• Cat memes: https://www.instagram.com/p/DGm0Xy3v4HI/?img_index=2

  
  

Impactful Creator Collaborations

Blinkit's partnerships with creators truly resonate:

• The Blink it kid (Sanaya Ranjan) : https://www.instagram.com/p/DJgExLzB5qk/

• Collab with PSR the Art Explorer: https://www.instagram.com/p/DHxbwJtyNzM/

• Ralphleng: https://www.instagram.com/p/DJ1VMDYtbFE/

• Whereareyoupraveen: https://www.instagram.com/p/DKR1CY2TNaV/

  
  

Strategic Partner Collaborations

They also feature smart collaborations with other brands on their platform:

• Gramin Kulfi: https://www.instagram.com/p/DIBq8soPoRo/

• 4700bc: https://www.instagram.com/p/DHvd-LXh6qL/

District: Curating Premium Experiences

Zomato's team is now prioritizing their new platform, 'District'. This new venture emphasizes a premium vibe where storytelling takes the front seat

District is now positioned as a premier ticketing platform catering to the country's discerning demographic. Its top-notch user experience is perfectly mirrored in its social media presence. The content on District's page is serious and aesthetic, featuring modern and tasteful visuals.

Follow District to gain valuable insights into India's booming live events scene. They cover major events but also highlight fascinating subcultures. What's more, District and its related pages also spotlight exciting new restaurants in food towns across India.

Navigating the Zomato Ecosystem: One of the Indian Brands every marketer should follow

If you're not a direct competitor, focusing on these three pages will provide ample insight. It's clear that Zomato is actively building a robust content ecosystem, fostering relationships across its 'District' pages. This strategy highlights their belief that future competition will be intense. As screen time continues to increase, keeping users within their content ecosystem will be crucial for winning this battle. That is why Zomato will always be one the Indian Brands every marketer should follow

What's Next? The Swiggy Universe

Following this deep dive into the Zomato universe, our next post will naturally break down the Swiggy universe and their content strategy. Stay tuned for the next episode!