Zomato has rolled out an innovative foldable print advertisement in The Times of India that transforms a newspaper page into a traditional banana leaf for Onam, blending nostalgia with modern convenience.
The ad is part of the brand’s #PowerOfPrint initiative, using an interactive foldable format to recreate a traditional Onam Sadhya feast laid out on a banana leaf. The design features detailed illustrations of rice, dal, sambar, pappad and an array of side dishes, closely mirroring the visual spread of an authentic Kerala feast.
What sets the campaign apart is its tactile, hands-on experience. Readers can physically unfold the newspaper page to reveal the full Sadhya spread, then fold it back up afterward – mimicking the ritual of folding a banana leaf once a real meal is finished. The interaction turns a passive print ad into a small, participatory moment for readers.
Beyond the creative novelty, the campaign carries a clear commercial nudge. The tactile experience of “seeing” and “folding away” the feast is designed to link back to real, everyday convenience – reminding readers that an actual, order-ready Onam Sadhya is just a tap away on the Zomato app.
By anchoring the ad in a deeply regional cultural tradition and pairing it with an interactive print format, Zomato taps into festive nostalgia while reinforcing its core value proposition – that even the most traditional, elaborate meals are now just a few taps from home delivery.
