Zomato's Twitter account has 2 million followers. It doesn't tell you what to order. It tells you about your ex, your Sunday hangover, the strange dignity of eating alone.
Every notification is a punchline. Every push copy is a haiku. The tone is closer to a friend texting you at 11pm than a food-tech company chasing lifetime value. And somehow, this is the same brand that runs blockchain-backed Zomato Gold, a fashion sub-brand, and a live rescue campaign for a stray dog named Pluto.
The consistency is not accidental. Somewhere in Gurgaon, a copywriter is being told: sound like a person, not a company. That single instruction is the moat.
