Brands find novel ways to hitch a ride on the Zomato IPO buzz

Zomato’s Initial Public Offering (IPO) on Wednesday — a significant moment for its founders, investors, stakeholders, and the wider startup community – coincidentally turned out to be a “moment marketing” opportunity for several brands.

Moment marketing is where brands hijack a trending topic and weave clever content around it, aiming to catch people’s attention by becoming a part of the trending conversation.