MUMBAI: The IndianOil New Delhi 2025 World Para Athletics Championships saw a campaign being done by Zomato in official collaboration with the Paralympic Committee of India (PCI), with strategic execution facilitated by INT Sports and Gaming Marketing LLP (ISG). The campaign looked to transform the championships into a national movement of cheer and served as a beacon of motivation for millions.
At the heart of this was Zomato’s ‘Fuel Your Hustle’ campaign that looked to prove that relentless hustle, not circumstances, defines champions. The brand aligned its identity not with celebrity endorsements, but with the journeys of seven para-athletes: Yogesh Kathuniya, Hokato Hotozhe Sema, Rinku Hooda, Simran Sharma, Preethi Pal, Pranav Soorma and Praveen Kumar.
Zomato’s ‘Fuel Your Hustle’ campaign aimed to prove that the relentless hustle, not circumstances, defines champions. The campaign focussed on bringing to life the raw, unfiltered grit of seven rising para-athletes Yogesh Kathuniya, Hokato Hotozhe Sema, Rinku Hooda, Simran Sharma, Preeti Pal, Praveen Kumar, and Preethi Pal.
Zomato conceived and strategised every element of the multi-format campaign, creating an unprecedented activation across films, OOH advertising, print, and digital platforms. Giant hoardings featuring the athletes’ stories transformed Delhi into a living tribute to para-sports, while Zomato changed its official social media display pictures to spotlight each athlete on their competition day, creating a wave of digital solidarity across the nation.
During the championship, Zomato deployed a fully integrated campaign: full-page advertisements in leading English daily celebrating athletes in real-time, dual hoarding placements including displays at Zomato’s office, and strategic content distribution. Within the Zomato app, special in-app banners and masthead branding seamlessly integrated the campaign into millions of users’ daily lives.
Through targetted CRM initiatives, Zomato engaged users with mailers and push notifications, while social media activations included profile updates and dedicated content for each athlete throughout the tournament. ISG facilitated the execution of these campaigns, coordinating with PCI and managing out-of-home placements to ensure maximum visibility and impact.
This wasn’t just marketing, it was movement making. And the results on the track were nothing short of historic. India delivered its best-ever performance at the World Para Athletics Championships, finishing 10th in the overall standings with a record-breaking 22 medals: 6 Gold, 9 Silver, and 7 Bronze, surpassing its previous high of 17 medals at the 2024 Kobe edition. Rinku Hooda shone in the Men’s Javelin F46, winning gold with a championship record throw of 66.37 meters. Simran Sharma emerged as a double medallist, clinching Gold in the Women’s 100m T12 and Silver in the 200m T12. Yogesh Kathuniya added to the glory with a Silver in the Discus F56.
The championships, held at the Jawaharlal Nehru Stadium from 27 September to 5 October 2025, with over 2,200 participants from 104 nations competing in 186 events. Brazil topped the medal tally with 44 medals, followed by China with 52, but it was India’s rise that captured the world’s attention.
Dr. Satyanarayana, Head Coach of the Indian Para Athletics Team, said, “The athletes didn’t just compete, they inspired. The energy, the visibility, the support from brands and fans elevated their performance and changed the narrative around para-sports in India.”
Commenting on the campaign, Sahibjeet Singh Sawhney, Marketing Head, Zomato said, “These athletes show up with crazy discipline, day in and day out. That’s what inspired us to partner with the Paralympic Committee of India, as the World Para Athletics Championship comes to India for the first time. It’s incredible to see homegrown athletes compete at the highest level and remind all of us what real hustle actually looks like.”
Abhishek Sharma, Director of ISG, said, “This was more than a campaign. It was a cultural reset. By partnering with a brand like Zomato, we created a platform where para-athletes weren’t just participants; they were icons. This is the future of sports marketing in India.”
Through this campaign, Zomato reaffirmed its commitment to championing inclusivity, celebrating grit, and fueling India’s athletes in their relentless pursuit of excellence. The IndianOil New Delhi 2025 World Para Athletics Championships will be remembered not just for the medals, but for the moment India truly embraced its para-athletes as heroes, role models, and the true face of hustle.
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