Zomato has launched a powerful campaign celebrating Indian para-athletes as the World Para Athletics Championship makes its historic debut in India. Through its official collaboration with the Paralympic Committee of India (PCI), the food delivery platform spotlights seven inspiring athletes who embody the spirit of relentless determination.

Campaign Details & Featured Athletes

Element	Details
Campaign Name	Fuel Your Hustle
Partnership	Paralympic Committee of India (PCI)
Event	World Para Athletics Championship debut in India
Featured Athletes	7 para-athletes
Campaign Format	Films, OOH, print, digital content
Launch Date	September 25, 2025

Celebrating Champions of Resilience

The campaign features seven remarkable para-athletes: Rinku Hooda, Hokato Sema, Pranav Soorma, Simran Sharma, Praveen Kumar, Preethi Pal, and Yogesh Kathuniya. Rather than focusing on their disabilities, Zomato highlights their unwavering dedication—the 5 AM training sessions, mental battles, and small victories that build toward larger triumphs.

Sahibjeet Singh Sawhney, Marketing Head at Zomato, explained the partnership: “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.”

Multi-Format Campaign Approach

The Fuel Your Hustle initiative spans multiple touchpoints:

Brand films showcasing athlete journeys
Out-of-home advertising across major cities
Print campaigns in national publications
Digital content across social platforms

Principles of Excellence

Zomato’s campaign demonstrates how para-athletic success principles—consistency, resilience, and unwavering self-belief—apply beyond sports. These qualities fuel success in every aspect of life, making para-athletes’ determination a universal source of inspiration.

Historic Championship Context

The World Para Athletics Championship’s debut in India marks a significant milestone for the country’s para-sports movement. This timing amplifies the campaign’s impact, celebrating homegrown talent competing at the highest international level.

Brand Philosophy Alignment

The campaign reinforces Zomato’s commitment to inclusivity and celebrating grit. By partnering with the Paralympic Committee, Zomato positions itself as a supporter of Indian athletes while connecting their own brand values with athletic excellence.

The initiative goes beyond traditional sports sponsorship, focusing on the everyday dedication that creates champions rather than just celebrating victories.

Watch the campaign film showcasing these inspiring athletes’ journeys and discover how true hustle transcends circumstances.

Impact on Para-Sports Visibility

This collaboration significantly boosts visibility for Indian para-athletics, providing a mainstream platform for athletes who often receive limited media coverage despite their extraordinary achievements.