Zomaland by Zomato is not only fun to attend but also a source of inspiration.
We definitely can’t miss this one when we talk about the best events in Delhi NCR.
Large-scale event planners can learn so much from this brilliantly curated event.
Zomaland is a food and entertainment carnival by Zomato. It offers a blend of good food (of course!), music, and entertainment.
A. What is Zomaland by Zomato?
Zomaland by Zomato is a food and entertainment festival. It brings together gourmet food, live music, and many other family-friendly attractions.
Zomaland was launched in 2018. Zomato’s aim behind this is to offer an immersive experience beyond food delivery.
The festival combines food stalls from popular restaurants. Live performances by well-known musicians and experiences such as carnival games are also attractions.
“Zomaland is more than just a festival; it’s a celebration of food, music, and culture. Beyond the stage performances, attendees can explore ‘Carnival City’ an interactive space filled with playful installations and Instagram-worthy spots,” said Zeenah Vilcassim, CEO of Zomato Live.
B. What is Zomaland all about?
Zomaland by Zomato is about celebrating food and entertainment.
Each edition of this fest has unique themes, like “Foodie Heaven” or “Carnival Wonderland”.
Some of the prime attractions at Zomaland are:
1. Well-curated food options
Zomaland showcases some of the most popular restaurants and dishes from each host city.
This includes gems such as:
- La Cantine
- Good Flippin Burgers
- Nazeer Foods
- Amici Café
- Berco’s
- Artiste
- Samosa Party
Of course, their ties with the restaurants being a food delivery app help a lot.
2. Attractive artist lineup
It also features a line-up of local and international musicians and other artists.
The Delhi Zomaland had an artist lineup, featuring Juggy D, Jay Sean, Jasleen Royal, and Madhur Sharma.
It also had standup artists Aditya Kullu and Gaurav Kapoor.
3. Old-school entertainment
This event also provides a fun experience for all age groups. It has activities such as carnival rides and games.
Some editions even had cooking workshops, influencer meet & greets, and games, for example, a life-sized Jenga.
Such wholesome moments create an experience that sets Zomaland apart.
4. Something new year each year
In their 2023 edition, they gave it their everything by having a Live DJ play techno beats.
This section of the event had a fanbase of its own.
The beats were so good you could see attendees break into a dance circle out of nowhere.
C. Where is Zomaland?
Zomaland by Zomato is a traveling festival. It is hosted across major cities in India.
It is usually held in eight cities in India. These include Pune, Mumbai, Delhi, Bengaluru, Chandigarh, Hyderabad, Ahmedabad, and Kolkata.
The event is organized in large venues such as open grounds or stadiums. This helps accommodate the large number of attendees and entertainment facilities.
It is mostly organized at Jawaharlal Nehru Stadium (JLN Stadium), New Delhi.
D. What is the marketing strategy of Zomaland?
Zomato has launched many successful marketing campaigns over the years.
This campaign relies on digital marketing, collaborations, and partnerships with popular brands.
1. New event marketing techniques
Of course they have old fashioned advertising, social media promotions, and influencer marketing.
But they also take up new and interesting promotion activities, Zomato partnered with Kashyap Music.
They came up with the concept of Katch Up with Kashyap. This is a series where he talks about Zomaland and reviews it getting someone along with him.
2. In-house marketing
Zomato used its own social media to create buzz around Zomaland. This is a smart way to directly engage with the audience and save money.
They keep posting live updates about their event. These updates include pictures and videos of the attendees, stall owners, and other fun activities!
This included teaser posts, behind-the-scenes, and interactive posts. This kept the users engaged and encouraged them to attend the event.
Under this Zomaland tickets were also made available to buy on to Zomato application itself. Every time an individual logged in to the Zomato app they got reminded about the event.
They also sent emails to the registered users on their application telling them about the event.
The mail was very well drafted and explained the event timeline very well. This forced the users to read it.
3. Unexpected partnerships
Zomato collaborated with influencers and celebrities to promote their event.
These influencers and celebrities shared posts and stories about the event. This encouraged their followers to attend the event.
Gaurav Kapoor a stand-up comic who had to perform in this event, made a video about the same.
Similarly, Avni Awasthi, a model with 92.5k followers, once posted on Instagram telling everyone that she’ll attend Zomaland in Pune.
When such renowned influencers post about events, their followers are a lot more likely to attend the event.
This is a very great move to market events. It ultimately increases the event attendance.
4. Getting the most ROI
Zomaland leaves no stone unturned when it comes to brand integration.
They manage to integrate their partner brands or subsidiary companies through Zomaland.
For example, look at how creatively Blinkit brand integration happens at Zomaland.
They even found a way to hire future Zomans at Zomaland.
The returns on their investment are more than just profits. This is solid branding.
E. Is Zomaland profitable?
Organizing events such as Zomaland is not cheap at all. However, they make the most out of this event.
Not only does Zomaland contribute to long-term branding for Zomato but also has immediate revenue sources.
The obvious cash cow here is the event tickets.
Zomato charges an entry fee for customers to attend the event.
For general passes, the fee is around INR 499. For early VIP passes, the price is INR 999.
Additionally, Zomaland by Zomato also attracts fancy sponsorships. Many brands want to be a part of the event with a footfall of 12,000 people across cities.
F. What has Zomato achieved through Zomaland?
Due to the amazing event marketing of Zomaland, Zomato searches increased up to 20% on Google [source: Social Samosa]. This increase in searches led to an increase in website traffic as well.
You might know Zomato’s share is also listed in the stock market [source: Markets Mojo]. The share value when Zomaland was announced in 2022.
Through Zomaland, Zomato could interact directly with its users and restaurant partners. This helped Zomato form a strong relationship with both.
Zomato was also able to get a chance to refine its services based on the user’s preferences, behavior, and live feedback.
Gaurav Gupta, co-founder and COO of Zomato said “Zomaland helped us build a more tangible connection with our users and restaurant partners and gain access to more user-centric data, as we continue in our journey to improve accessibility, assortment, and quality of food.”
G. Why is Zomaland successful?
Post-pandemic there has been significant growth in the live events industry.
Zeenah Vilcassim, the CEO of Zomato Live, told the prime reasons behind Zomaland’s success:
1. Setting standards for public events
People love trying new and different things.
Zomaland brings together a mix of music, food, and art. It matches the growing trend of enjoying fresh and exciting experiences.
It gives people exactly what they want.
2. Experiential marketing
Another reason behind Zomaland’s success is that this event brings people together.
This happens through not just performances but tiny activities here and there.
Look at this stall for example. Here, people could ring the bell to receive a free treat.
It creates a sense of belonging amongst the attendees. This makes Zomaland a fun and meaningful experience for everyone.
3. Gamification of events
Today, people don’t just want to attend events as an audience. They want to fully dive into the experience.
Taking this into consideration Zomaland by Zomato came up with immersive zones.
These included The Carnival City and Table for Everyone. It lets the attendees feel like they’re part of the action.
This hands-on involvement makes the event even more exciting and has played a big role in Zomaland’s success.
Zomaland’s success is not just due to its well-planned lineup but also due to its exceptional marketing.
It drew over 120,000 people across different cities, making it a very successful live event.
H. Where can you buy Zomaland tickets from?
Tickets for Zomaland event are available on the Zomato app itself.
Along with this, you can also make purchases via popular ticketing platforms like BookMyShow and Paytm Insider.
The tickets are also sold at the box office at the venue. However, to avoid standing in long queues, it is advised to make the purchases online.
Each ticket allows entry only for the date on which it has been purchased.
You’ll also get the option for regular and VIP tickets. Regular Ticket is inclusive of entry to the venue only. VIP Tickets include express entry to the venue, access to the VIP lounge, and fan pit area close to the performance stage.
I. Lessons to learn from Zomaland by Zomato
Event planners can learn a lot from Zomaland by Zomato.
1. Zomaland stands out because of its unique themes
When planning an event, focus on a different concept that can grab attention.
Zomaland integrates food stalls, celebrity chefs, and live performances, ensuring many engagement activities.
Pro Tip: Align the theme with your target audience’s interests to create a long-lasting impression.
2. Zomaland partners with big brands to bring in sponsorships
Sponsors at Zomaland often set up interactive booths and offer exclusive giveaways. This makes the events more engaging.
3. Zomaland also has social media challenges.
It encourages people to post their experiences for a chance to win prizes.
You can create social media campaigns and encourage attendees to spread the word about your event. This creates an organic buzz about the event.
4. The choice of location is also important
Zomaland has taken place in cities like Delhi, Mumbai, and Bengaluru. These cities have large, urban crowds.
Pro Tip: Select venues that cater to the interests and demographics of your target audience.
5. Tiered ticketing system
Zomaland offers a tiered ticketing system with regular, VIP, and group packages.
This strategy maximizes revenue while giving options to all budget groups.
Use such pricing tricks to attract both budget-conscious attendees and others seeking VIP treatment.
6. Influencer marketing
Zomaland collaborates with influencers and celebrities to build hype around the event. Partnering with local influencers can boost awareness.
Pro Tip: Incorporate influencer marketing early in the promotional strategy to amplify reach.
7. Personalized remarketing campaigns
Zomato sends personalized recommendations to attendees after the event.
Similarly, event planners can send personalized follow-ups to retain interest and ensure repeat attendance.
J. FAQ
1. What is Zomaland by Zomato?
Zomaland is an immersive food and entertainment festival organized by Zomato. Each year, they come up with innovative additions to their carnival-like event.
2. Where is Zomaland by Zomato?
Zomaland takes place in eight cities across India. These include Pune, Ahmedabad, Delhi, Chandigarh, Hyderabad, Mumbai, Kolkata, and Bengaluru.
K. Conclusion
In conclusion, Zomaland by Zomato is a great example of how to execute large-scale live events.
Key takeaways for event planners include the importance of targeted promotions and scalability through partnerships.
However, areas like crowd management and ticketing errors during peak hours need improvement.
At EventTube, we provide deeper insights that’ll help you create successful and memorable events like Zomaland.
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