Bengaluru: Food delivery giant Zomato has partnered with CARS24 in a unique marketing experiment that could redefine brand advertising in India’s gig economy. The pilot programme, launched in Bengaluru, features thousands of Zomato delivery riders carrying bags branded with CARS24 advertisements, transforming their delivery gear into moving billboards.
The collaboration was confirmed by Prachi Sharma, Head of Content and Creative Communication at CARS24, in a LinkedIn post on Friday. She described the initiative as an effort to explore “how everyday objects can double up as brand surfaces.”
“This is an experiment. We are testing it for now and will be learning soon,” Sharma wrote. “This time, it’s the delivery bag. Next time, it could be something entirely different.”
Turning delivery fleets into ad spaces
The initiative aims to leverage Zomato’s extensive fleet presence in urban India. With over 509,000 delivery partners fulfilling more than 2.5 million orders daily, the company’s delivery ecosystem offers a vast, highly visible medium for advertisers to reach millions of consumers on the move.
If successful, the pilot could pave the way for Zomato to monetise its fleet assets — a strategy first reported by IndianStartupNews on September 23, 2025. According to the report, Zomato has been exploring ways to convert delivery riders’ uniforms, helmets, and bags into brand advertising spaces, thereby opening up a new non-core revenue stream.
CARS24’s creative experiment
For CARS24, the used-car platform known for its data-driven marketing, the initiative serves as a creative experiment in contextual brand placement. Instead of relying solely on digital or billboard advertising, the company is testing how physical, high-frequency city interactions can amplify brand recall.
“We want to take the brand where the city already moves,” Sharma said, referring to the visual presence of delivery riders across major urban routes.
The company’s strategy reflects a growing trend among consumer brands looking to integrate marketing with daily mobility patterns, a method seen as more immersive and cost-efficient than traditional advertising.
The road ahead for Zomato
For Zomato, the collaboration also comes at a time when the company is actively diversifying its revenue channels. Its quick commerce arm, Blinkit, completes around 2.2 million deliveries per day, offering similar branding potential for future ad integrations.
Industry analysts note that such a model could yield dual benefits—generating advertising revenue for Zomato while potentially creating incentive-based income opportunities for delivery partners.
If scaled nationally, the initiative could become one of the largest mobile ad networks in India, blending physical and digital engagement.
“This could be a game changer for Zomato,” said a Bengaluru-based startup analyst. “The company has the scale, visibility, and frequency to transform ordinary delivery operations into a dynamic marketing platform.”
Branding meets mobility
The pilot underscores a broader shift in how Indian startups view their operational assets — not just as logistical enablers but as brandable media channels. Similar models have gained traction globally, with ride-hailing and logistics companies turning vehicles, driver uniforms, and even packaging into ad real estate.
However, the success of such experiments depends on factors such as advertiser response, public perception, and operational feasibility. Experts say maintaining brand aesthetics and avoiding ad clutter will be key as Zomato expands the programme.
What’s next?
While neither Zomato nor CARS24 has shared a timeline for wider rollout, insiders say results from the Bengaluru pilot will determine whether the initiative expands to other metros like Mumbai, Delhi-NCR, and Hyderabad.
The experiment could set the tone for India’s next wave of integrated outdoor advertising, where logistics and marketing intersect to create value beyond the screen.
As urban mobility continues to define India’s consumer experience, such creative partnerships could soon become a new norm in marketing innovation—literally bringing brands to the streets.