How a tweet delivered it for Zomato

By now, many must have read the tweet on Zomato India’s official handle which said, “Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye.” (Guys, once in a while, you should eat home-cooked food too.)

The tweet spread like wildfire and left people in splits. It’s a classic instance of counter-intuitive marketing — asking people to do the exact opposite of what their service stands for. In this case, food delivery.

Humour is an effective content strategy, especially on social media. When people laugh, they connect. It can go miserably wrong but, when it’s right, you’ve won the game. The post was liked by over 20,000 people and was re-tweeted over 3,000 times.