The Hustle Table: Zomato’s Latest Star-Driven Film Is a Delicious Salute to Grit

Zomato has unveiled its largest campaign ever, "Fuel Your Hustle," featuring Bollywood legend Shah Rukh Khan, boxing legend Mary Kom, cricket hero Jasprit Bumrah, and music legend AR Rahman. This gritty short film has nothing to do with food—it's a tribute to relentless hard work, determination, and grit that drive excellence.

 

The Film: A Power-Packed Salute to Grit
 

The virtually 90-second, black-and-white advertisement intertwines archival and fresh images of the four stars at their most determined and vulnerable—training, fighting, creating, and dreaming.

 

Instead of glamorizing or cheering food delivery, it reveals the blood, sweat, and failures that accompany each icon's success, with poignant voiceover:

 

What's their secret ingredient? The flavor of sweat. The salt of tears. They rise up when it's dark, arrive when it's tough… The secret ingredient is hustle. Fuel your hustle. Zomato.

 

Key Highlights
 

All-Stars Ensemble:

Shah Rukh Khan sitting on a throne, Mary Kom in the ring, AR Rahman creating magic, and Jasprit Bumrah on the field each narrate the universal tale of ambition, resilience, and discipline.

 

Relevant Message:

The campaign honors not only celebrities, but millions of regular Indians working day to day—starting businesses, raising families, chasing dreams—where food is just fuel for their own grind.

 

Creative Leap:
Social media praised Zomato for shifting to powerful, heartfelt storytelling in the style of vintage Nike adverts, and the CEO clarified: "This isn't an ad—it's a belief in effort over everything else".

 

Mixed Response:

Though the movie was universally praised as "a banger," there were some who thought that it had too few run-of-the-mill heroes or adequate nutrition. Most of them, though, concurred: "Effort fuels dreams—every single day.".

 

The Campaign Rollout

Available in digital, print, and out-of-home environments, the film is creating buzz around hustle, ambition, and the scrappy obstacles behind too-frequent success stories. Zomato is not just positioning itself as an ordering website for food but also as a champion of India's daily life—with food as the best facilitator. 

 

Source: India Today, Moneycontrol BestMediaInfo, Storyboard18, Financial Express, NDTV Food