The Effectiveness of Brand Storytelling: A Case Study of Indian Startup Zomato

The Effectiveness of Brand Storytelling: A Case Study of Indian Startup Zomato

Anushka Patel

MBA Candidate, Galgotias University, India

Abstract
Brand storytelling has emerged as a key strategy for digital-native brands to foster emotional connection and competitive differentiation. This research evaluates the storytelling effectiveness of Zomato-an Indian food-tech startup known for its witty, emotionally resonant campaigns. Using a mixed-method approach, including content analysis of 800+ social media posts, consumer surveys (N=500), and expert interviews (N=5), the study finds that Zomato's storytelling significantly enhances brand recall, emotional engagement, and retention. Humour, cultural references, and pandemic-era empathy campaigns were central to this success. The findings provide theoretical and practical implications for startups leveraging narrative-driven branding in emerging markets.