Zomato has launched a new campaign celebrating the spirit of gully cricket, partnering with Gully Cricket, a digital-first platform focused on street cricket content. The campaign comes at a time when cricket engagement is at its peak across the country.
As per the brand, the idea behind the campaign is that cricket in India is not limited to stadiums. It highlights how the sport is played everywhere, from narrow lanes to open grounds, making it a natural part of everyday life. Built for Instagram, the campaign focuses on showing gully cricket in its raw and unfiltered form. It uses nostalgia and relatability to reflect how people across different places continue to play the game in their own way.
The campaign features short videos of five-player teams playing street cricket in real locations. The visuals are kept simple and not heavily produced to maintain authenticity. Match-style elements such as scores, text overlays and player references are added, creating a mix of professional presentation and local gameplay.
Link to the campaign
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The first set of three reels has been released on Zomato’s official Instagram handle, with additional content planned to roll out throughout the ongoing cricket season. With this campaign, Zomato aims to connect with people by tapping into the ongoing cricket season and showing everyday gully cricket moments that feel real and relatable.
