Instead of a conventional brand stall, Zomato created a “Boss Level” challenge at Station 09, where participants who had completed the HYROX event could take on Khali in a series of playful challenges, including watermelon crushing, thumb wrestling and an almost impossible high-five.
The winners were rewarded with Rs 5,000 worth of Zomato Healthy Subscriptions, connecting the on-ground challenge directly to the product being promoted.
The choice of HYROX also gave the activation a natural context. With fitness, endurance and performance already at the centre of the event, Zomato used the environment to introduce its health-focused food offering to an audience already engaged with fitness.
Khali added another layer to the activation. His recognisability turned the product promotion into an experience that participants could interact with and capture. Creators at the event also joined the challenges, helping the activation travel beyond the physical venue through social content.
The result was an activation built less around simply displaying a product and more around creating a moment around it, bringing together fitness, food, entertainment and creator-led amplification under Zomato’s Healthy Subscription proposition.
