Zomato, in collaboration with the Paralympic Committee of India (PCI) and executed by INT Sports and Gaming Marketing LLP (ISG), launched an inspiring campaign during the IndianOil New Delhi 2025 World Para Athletics Championships, transforming the event into a nationwide movement of cheer and pride.
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At the heart of this initiative was Zomato’s ‘Fuel Your Hustle’ campaign – a tribute to India’s para-athletes and their relentless spirit. Instead of celebrity ambassadors, Zomato spotlighted the real journeys of seven athletes: Yogesh Kathuniya, Hokato Hotozhe Sema, Rinku Hooda, Simran Sharma, Preethi Pal, Pranav Soorma, and Praveen Kumar – redefining what true hustle means.
The multi-format campaign spanned films, print, OOH, and digital activations, turning Delhi into a tribute to para-sports. Giant hoardings and in-app integrations featured the athletes, while Zomato’s social media platforms spotlighted each player on their competition day, creating a wave of national solidarity. Targeted CRM initiatives, push notifications, and digital storytelling amplified the movement further.
India’s performance matched the campaign’s energy – the nation delivered its best-ever result, ranking 10th overall with 22 medals (6 Gold, 9 Silver, 7 Bronze).
Sahibjeet Singh Sawhney, Marketing Head, Zomato, said, “These athletes define real hustle. Their discipline and drive inspired us to celebrate them on the global stage.”
Through Fuel Your Hustle, Zomato didn’t just market a message – it fueled a movement, celebrating resilience, inclusivity, and the unstoppable spirit of India’s para-athletes.
