Mumbai: Zomato has launched a new campaign celebrating India’s enduring love for street cricket, in collaboration with Gully Cricket, a digital-first platform dedicated to the culture of gully cricket.
Timed with the ongoing cricket season, the campaign shifts focus from stadiums to the grassroots, spotlighting the raw, unfiltered energy of cricket played in narrow lanes, open grounds, and everyday neighbourhoods across the country.
Conceptualised as an Instagram-first initiative, the campaign taps into the cultural truth that cricket in India transcends formats and locations, with people finding ways to play the sport across diverse and often unconventional settings.
At the core of the campaign is a series of short-form reels featuring five-player teams engaging in street cricket across real locations. Shot without high production elements, the content blends authenticity with storytelling, using match-style overlays such as scores, player references, and commentary cues to mirror professional cricket broadcasts.
The first three reels from the campaign are currently live on Zomato’s official Instagram page, with additional content planned to roll out through the cricket season, reinforcing the platform’s connect with culturally relevant, high-engagement moments.
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