Zomato’s ‘Fuel your hustle’ runs on empty

Zomato has launched its latest campaign, ‘Fuel your hustle’, celebrating the quiet grind behind some of India’s loudest names. Featuring icons like Shah Rukh Khan, Mary Kom, AR Rahman and Jasprit Bumrah, the film highlights their journeys, marked by humble beginnings, no shortcuts and unwavering discipline.

The film features archival footage from their childhood and early days of struggle, bringing their authentic and inspiring stories to life. Some of the footage has never been seen before, while some is behind-the-scenes footage from India’s iconic films and matches. It’s tied together by a music track by Kalmi (Nikhil Kalimireddy), best known for his hit ‘Big Dawgs’.

Khan said, “I’ve only ever truly believed in hard work. Long hours, late nights, they don’t feel heavy when it’s for something you love. It’s not about doing it because you have to, it’s because you want to give it your all.”

Bumrah added that nothing comes easy. “You’ve got to put in the work — every single day. Every session, every rep, even when no one’s watching. Hustle is part of every journey, but no one sees it. Zomato is showing the world a sneak peak of that grind,” he stated.

In a world that celebrates quick successes, the company states that Fuel Your Hustle is a tribute to the consistent effort behind greatness. The film reveals the relentless pursuit of progress that defines icons like Shah Rukh Khan, who overcame early struggles as a young actor, and Mary Kom, who defied the societal norms around motherhood.

Kom added, “Most days weren’t about winning. They were about showing up — for training, for my family, for myself. It wasn’t always perfect, but I knew what I was fighting for. I didn’t start out strong, I became strong, slowly, one day at a time.”

It also spotlights the unseen hours and discipline of AR Rahman, and the relentless practice on and off the pitch of Jasprit Bumrah. These icons show us that wins are forged through persistence, despite doubts and setbacks.

Rahman noted, “Every day is day one. Even now, I feel like I’m just getting started. It’s a joy to be part of an inspiring narrative—alongside people I genuinely admire and cheer for.”

Commenting on the campaign, Sahibjeet Singh Sawhney, marketing, Zomato, said, “This campaign is for a new generation of doers, a reminder that even the stars they look up to started small, stumbled, and kept going. It’s a cheer for the millions of Indians building something, following dreams, caring for loved ones and for themselves, even when it’s hard and no one’s clapping. We’re rooting for those chasing what they care deeply about and showing up for it consistently. Food is just their fuel and we're glad to be a small part of their journey,” he added.

Zomato has launched a 360-degree campaign across digital, outdoor, social media platforms, and print media.

Campaign’s take: Zomato’s latest ‘Fuel your hustle’ campaign is proof that even brands known for sharp, irreverent storytelling can sometimes lapse into predictable territory. The campaign, which features Shah Rukh Khan, Jasprit Bumrah, AR Rahman and token representation by Mary Kom, ticks every box on the inspirational ad checklist — but that’s the problem.

The montage of high achievers grinding their way to success feels eerily familiar, like a tribute to Nike’s playbook or Apple’s homage to the ‘crazy ones.’ The title itself — Fuel Your Hustle — is straight out of the corporate buzzword bingo. Zomato, a brand that built cultural relevance with tongue-in-cheek wit, somehow trades that personality for stock music, slow-motion shots, and narrative clichés.

Let’s be honest — it’s hard to imagine any of these stars ordering from Zomato in between their regimen of clean eating and discipline. The campaign feels less like a rallying cry for everyday doers and more like content engineered for a round of social media applause.

For a brand that once owned pop-culture with cheeky billboards and app notifications, this hustle just feels… tired.