Zomato has rolled out a campaign, 'Fuel Your Hustle', to celebrate the Indian para-athletes who prove that relentless hustle, not circumstances, creates true champions.

In partnership with the Paralympic Committee of India (PCI), the campaign comprises an ad film.

Timed with India hosting the World Para Athletics Championship, the film celebrates resilience by spotlighting seven para-athletes: Rinku Hooda, Hokato Sema, Pranav Soorma, Simran Sharma, Praveen Kumar, Preethi Pal, and Yogesh Kathuniya. The film showcases their perseverance, strength, and self-belief and how that inspires millions. It captures the moments that define them, such as the 5 am training sessions, mental battles, and small victories that build toward triumphs, showing that consistency and determination fuel success in sport and life.

What we think about it: Effectively captures the grit and perseverance of Indian para-athletes. The compelling narrative inspires beyond sport. While the film strongly reinforces the brand’s commitment to inclusivity and celebrates resilience, it occasionally leans on familiar 'hustle' tropes, which slightly dilute the unique individuality of each athlete’s story.

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.”