Zomato has taken a food-first approach to festive gifting with its digital-first Diwali campaign, ‘Have a WOW Diwali’, featuring actor Saif Ali Khan. The campaign challenges the familiarity of conventional festive hampers, placing food from mithai shops, bakeries and restaurants at the centre of its gifting proposition.
Conceptualised in-house, the campaign film builds its narrative around Khan’s reactions to different Diwali gifts. As he receives familiar festive offerings such as towels, bedsheets, soaps and crockery, his response remains a rather unenthusiastic ‘WOW’. The mood changes when a Zomato delivery partner arrives with a food-led Diwali hamper, creating the central contrast that drives the film.
The creative takes a familiar festive tradition and gives it a contemporary food-led interpretation, using humour to highlight the appeal of gifts that can be enjoyed and shared. Rather than positioning gifting solely around conventional household items, the campaign brings attention to the role of food in festive celebrations.
Sahibjeet Singh Sawhney, marketing head at Zomato, said: “Nothing beats a hamper from a mithai shop, bakery, or restaurant for Diwali. This festive season, we’re super stoked to be collaborating with the incorrigible Saif Ali Khan to bring that truth home – in a way that only Saif can.”
Beyond the film, Zomato has extended the campaign through influencer collaborations, with creators showcasing the food-led hampers as part of the festive communication.
From a marketing perspective, the campaign uses a familiar consumer insight to give Zomato a distinct role in Diwali gifting. By moving the conversation towards food from local mithai shops, bakeries and restaurants, the brand connects its delivery proposition with an established festive habit. The approach also gives the campaign a clear seasonal hook while reinforcing Zomato’s relevance beyond everyday meal orders.
