Zomato’s Viral IPL 2025 PR Stunt: What Your Brand Can Learn
Zomato didn’t just observe the Indian Premier League (IPL) when it began in March 2025; they were the main attraction. In just a few weeks, their bold public relations stunt—the delivery of enormous cricket bats combined with the viral #ZomatoSixes campaign—generated over 50 million discussions on X, 20 million video views, and 300,000 app downloads (Social Samosa 2025). As we examine how Zomato transformed cricket fever into a marketing success, we at Wing Communications are delving into this masterwork of brand genius. The playbook for their IPL 2025 stunt is available here, along with strategies that any Indian company may implement. A free PR stunt idea generator PDF is also included to help you start your own successful campaign.
1. The Stunt: Giant Bats and a Social Media Six
The IPL 2025 campaign from Zomato was an absolute extravaganza. Imagine giant cricket bats bearing the Zomato logo appearing at IPL venues all around India, from Mumbai to Kolkata. Fans were unable to turn away, taking pictures, creating reels, and bombarding X with #ZomatoSixes. With more than 50 million mentions, the hashtag—which was linked to each of the tournament’s six hits—became a rallying cry. As India’s 700M+ IPL viewers (BARC 2024) became enthralled, short-form videos featuring the bats and witty cricket banter received over 20 million views, and app downloads skyrocketed by 300,000.
Why It Worked:
- Visual Shock: Giant bats were Instagram bait—bold, shareable, and impossible to ignore in a selfie-obsessed nation.
- Cultural Hook: Cricket isn’t just a sport in India—it’s a religion. Zomato tapped into this passion with surgical precision.
- Social Surge: #ZomatoSixes was simple, sticky, and rode every IPL boundary, fueling organic buzz.
Wing Comm’s perspective: Zomato changed the rules rather than merely playing the game, demonstrating that a noisy, local prank can take centre stage.
2. Timing the Tide: IPL’s Perfect Pitch
The IPL is a 65-day cultural phenomenon rather than only a competition (Livemint 2025). Zomato debuted on March 22, 2025, during the height of cricket fever in India, when the Kolkata Knight Riders played Royal Challengers Bengaluru. The match attracted 1.4 billion viewers. 74% of Indians, according to a 2023 Kantar study, interact with timely brand material; Zomato did this perfectly by timing their content with the IPL’s opening roar.
The Tactic:
- Strike Early: Launching on day one maximized buzz before rival brands cluttered the field.
- Ride Momentum: Tying #ZomatoSixes to live matches kept Zomato trending daily.
- Festive Vibe: IPL’s party mood amplified Zomato’s playful tone—think Reels with fans cheering bats.
The Payoff:
As fans placed mid-match biryani orders, downloads surged. Wing Comm’s insight: Strategy, not luck, determines timing.
3. Social Media Mastery: X and Beyond
Zomato owned every platform, therefore they didn’t settle for just one. Cricket players, fans, and influencers all contributed to the campaign’s 50M+ X mentions by sharing #ZomatoSixes. WhatsApp forwards, India’s 530 million-user loudhailer (Statista 2024), disseminate videos like wildfire, while Instagram’s 300 million+ Indian users are hit by reels full of bat antics and clever captions (DataReportal 2024). Campaigns using many channels increase reach by 50%, according to a 2023 HubSpot study. Zomato demonstrated this.
The Tactic:
- Hashtag Hero: #ZomatoSixes was short, memorable, and tied to live action—perfect for X’s chaos.
- Video Power: Reels under 15 seconds maximized shares—quick hits for short attention spans.
- Crowd Play: Encouraging fan posts (e.g., “Tag your #ZomatoSixes moment”) fueled user content, upping trust by 50% (Nielsen 2023).
The Result:
20M+ views demonstrated Zomato’s social media acumen. Wing Comm’s strategy is to control every platform or risk losing the game.
4. Amplifying with Scale: From Stadiums to Screens
Zomato went big and didn’t stop at bats. Stadium branding reached more than 200 million TV viewers by splattering their logo around IPL grounds (BARC 2024). 400 million newspaper readers were reached by the stunt’s coverage in local media, including the Times of India and Dainik Bhaskar (IRS 2019). According to a 2021 Cision Report, integrated PR increases impact by 45%. Zomato’s scale made it impossible to ignore.
The Tactic:
- Go Physical: Stadium bats weren’t just props—they were landmarks sparking chatter.
- Earned Media: Pitching to regional outlets ensured Tier-2 and Tier-3 cities joined the hype.
- Cross-Pollinate: TV, print, and social fed each other, building a fame loop.
The Win:
As Zomato swept across India, 300,000 app downloads were made. Wing Comm’s perspective: Scale creates legends out of stunts.
5. The Emotional Edge: Fans, Not Just Food
Zomato sold happiness, not delivery. Reels of supporters dancing during games or making jokes about sixes over samosas demonstrated how the marketing capitalised on cricket’s emotional appeal. According to a 2022 Edelman Report, 64% of Indians have faith in businesses that evoke strong feelings in them. Belonging was more important to Zomato’s #ZomatoSixes than following directions.
The Tactic:
- Feel the Pulse: Cricket unites India—Zomato mirrored that vibe, not preached.
- Fan-First: User-generated posts (e.g., “My #ZomatoSixes meal!”) made fans co-creators.
- Stay Playful: Humor kept it light—think memes about bats “delivering runs.”
The Impact:
Emotional resonance drove shares and downloads. Wing Comm’s lesson: Heart wins where ads fail.
The Playbook for Your PR Stunt
Zomato used method rather than magic in its IPL 2025 stunt. Here are some strategies to help your company succeed:
- Find the Fever: Pick a moment like IPL—big, loud, and loved.
- Be Unmissable: Bold visuals (bats!) spark instant buzz.
- Spread Wide: Use X, WhatsApp, Reels—hit India’s 560M online users hard (IAMAI 2023).
- Feel Human: Make it fun, not salesy—connect, don’t convert.
Stunts that follow trends receive 45% greater interaction, according to a 2023 PRCA Report. With over 50 million mentions, Zomato is a formula that is worth copying.
Why Wing Comm?
At Wing Communications, we’re PR nerds dissecting India’s wild brand battles. We don’t claim Zomato’s win—we study it, offering services like social strategy and media outreach to help businesses shine. Our obsession? Turning good ideas into great stories.