Zomato has launched a new digital campaign celebrating India’s deep-rooted love for gully cricket, shifting the spotlight from packed stadiums to the streets where the game truly lives. Created in collaboration with Gully Cricket, a digital-first platform focused on street cricket culture, the campaign captures the raw, unfiltered energy of matches played in neighbourhood lanes and open grounds.

Video Link: https://www.instagram.com/reel/DWamH17iHjY/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Timed with the ongoing cricket season, the initiative leans into a powerful cultural insight-cricket in India isn’t limited to professional formats or venues. It thrives in everyday spaces, where makeshift wickets, narrow alleys, and local rivalries define the experience.

Designed as an Instagram-first campaign, the content features a series of short-form reels showcasing five-player teams playing in real locations. The videos intentionally avoid high-end production, instead embracing authenticity and relatability. To elevate storytelling, the reels incorporate match-style elements such as scorecards, player stats, and commentary-style overlays, mirroring the feel of professional broadcasts while staying rooted in street-level reality.

The first set of reels is already live on Zomato’s official Instagram handle, with more content scheduled to roll out throughout the cricket season. This phased approach ensures sustained engagement, tapping into the ongoing buzz around cricket in the country.

With this campaign, Zomato reinforces its strategy of aligning with culturally relevant moments and formats that resonate strongly with digital audiences. By celebrating gully cricket, the brand not only connects with nostalgia and grassroots passion but also positions itself as a participant in everyday Indian experiences, beyond just food delivery.