Using Zomato to Break the Mold in Malayalam Film Marketing

Client: ShowBiz Distributors Partner: Zomato Film: Finals, 2019

Campaign Period: Onam Festival Season, 2019

The Challenge

In the competitive landscape of Malayalam cinema, the Onam festival season represents both a tremendous opportunity and a significant challenge for film releases. In 2019, "Finals" was scheduled as one of four major films releasing during this prime theatrical window, creating intense competition for audience attention and ticket sales.

ShowBiz Distributors approached DNA5 Communications with a specific challenge: How could they make "Finals" stand out among multiple high-profile releases while working within a limited marketing budget?

An Innovative Solution

DNA5 Communications developed a strategy that went beyond traditional film marketing approaches. Recognizing the untapped potential of digital platforms beyond conventional movie promotion channels, we conceptualized and executed the first-ever integration between food delivery and movie ticketing in the Malayalam film industry.

The Zomato Integration: A First in Malayalam Cinema

Our team negotiated and implemented a strategic partnership between ShowBiz Distributors and Zomato, India's leading food delivery platform. The collaboration featured a dedicated promotional tile within the Zomato app visible to users in Kerala. This approach allowed "Finals" to reach audiences through an entirely new touchpoint in their daily digital routine—during the moment of food ordering decisions—creating awareness and conversion opportunities outside of traditional movie promotion channels.

Results That Speak Volumes

The marketing approach delivered exceptional results:

• Extended Theatrical Run: "Finals" achieved an impressive 50+ day theatrical run, far exceeding the average for Malayalam releases

• Cut-Through in a Crowded Market: Despite being one of four Onam releases, the film generated significant audience interest and word-of-mouth

• New Audience Reach: The Zomato integration exposed the film to audiences who might not have encountered traditional movie advertisements

• Cost-Effective Marketing: The partnership provided extensive visibility while optimizing the limited marketing budget

Innovation That Set a Precedent

What made this campaign truly groundbreaking was its novel approach to film marketing in the Malayalam industry. By creating a strategic bridge between everyday food ordering habits and entertainment choices, DNA5 Communications opened a new marketing channel that had previously been unexplored in regional cinema promotion.

The success of this campaign demonstrated that innovative thinking could overcome the limitations of traditional marketing approaches and budget constraints, particularly in competitive release windows.

Key Takeaways

• Cross-Industry Partnerships: Looking beyond conventional marketing channels can uncover valuable promotional opportunities

• Digital Integration: Connecting with audiences during their daily digital routines creates new touchpoints for engagement

• Innovation Over Budget: Creative thinking can often deliver greater impact than increased spending

• Regional First-Mover Advantage: Being the first to implement a new marketing approach generates additional attention and interest