Zomato taps Smriti Mandhana to rethink healthy eating through ‘Choose Hard’ campaign

The post Zomato taps Smriti Mandhana to rethink healthy eating through ‘Choose Hard’ campaign appeared first on SportsMint Media.

Zomato, a food ordering and delivery website, has unveiled a new ‘Choose Hard’ campaign featuring Indian women’s cricket team vice-captain Smriti Mandhana.

The ad challenges the notion that healthy eating is about restriction; rather, it is about ‘choosing hard’, since hard is what makes you great. The ad makes a striking analogy between Mandhana’s career, from winning World Cups and reaching new milestones to overcoming personal obstacles, and the everyday decisions we all make. Through unrelenting discipline and dedication, she has continually chosen the more difficult road to become one of India’s most recognised cricketers.

The ad purposely shifts the narrative surrounding healthy eating. Instead of portraying it as deprivation or a doomed New Year’s resolution, Zomato portrays it as what exceptional performers do: make disciplined decisions that compound over time. This is not about guilt. It is about ambition. The same mentality that drives sports success may also drive personal health objectives.

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Sahibjeet Singh Sawhney, Marketing Head, Zomato, said, “Smriti’s journey reminds us that excellence isn’t built on easy choices; it’s built on the hard ones, made consistently. This campaign isn’t about guilt or New Year resolutions that fade by February. It’s about reframing healthy eating as an act of strength and ambition. With Healthy Mode, we’re giving customers the tools to make those hard choices easier, so that discipline becomes habit, and habit becomes transformation.”

The campaign will be launched across many channels, including digital and social media.

To convert intent into action, the campaign highlights Zomato’s Healthy Mode feature, which minimises friction from selecting healthy:

● Quick overview of healthy scores.

● Macro breakdowns

● Healthier options across all cuisines.

● One-tap filtering

Healthy Mode supports Zomato’s basic aim of “better food for more people”. The platform’s goal is to make nutritional information accessible and actionable, transforming healthy eating from an occasional decision to an everyday ordering habit.

The post Zomato taps Smriti Mandhana to rethink healthy eating through ‘Choose Hard’ campaign appeared first on SportsMint Media.