Rebranding done right: Lessons from Zomato’s evolution to Eternal

In an age where consumer attention is fleeting and digital platforms are saturated with content, brands are increasingly relying on rebranding as a strategy to stay relevant and drive growth. However, rebranding today extends far beyond a refreshed logo or a new name; it has evolved into a narrative driven process, deeply integrated with digital storytelling and influencer marketing. Zomato’s transition to Eternal serves as a recent example of how brands can leverage influencer marketing to amplify their rebranding efforts and reshape consumer perceptions.

As consumer behaviour continues to evolve, particularly among Gen Z and Millennials, brands are being pushed to rethink how they engage with their audiences. These digitally native consumers expect more than products; they seek brands that offer experiences, align with their values, and remain culturally relevant. For brands, remaining stagnant can lead to losing relevance. Rebranding, therefore, often acts as a strategic reset, an opportunity to signal growth, adapt to changing preferences, and position the brand as forward thinking.

Zomato’s decision to rebrand as Eternal reflects such a strategic shift. The move is not merely about changing the name but about expanding the brand’s vision beyond food delivery into a broader lifestyle and convenience ecosystem. In this transformation, influencer marketing plays a crucial role in bridging the gap between corporate repositioning and consumer understanding.

Rebranding is no longer a behind-the-scenes corporate process; it is increasingly becoming a public narrative. Consumers want to understand the reasons behind a rebrand, and influencers have emerged as effective storytellers in this space. They have the ability to simplify corporate messaging and translate it into engaging, relatable content that resonates with their followers.

In the case of Zomato’s evolution into Eternal, influencers ranging from food bloggers to lifestyle creators are well positioned to communicate the brand’s expanded offerings. Influencers can demonstrate how the rebrand enhances everyday convenience, whether through premium dining experiences, faster delivery services, or grocery solutions. This approach helps consumers better understand the rebrand, reinforcing that Eternal is not a break from Zomato’s trusted service but an evolution that builds on its promise to make everyday life more convenient. Already there are examples of influencers across domains independently communicating this development to their audiences.

Influencer-driven rebranding strategies offer brands more than just visibility; they directly impact consumer behaviour and business performance. When a trusted influencer endorses a rebrand, it often triggers what is known as the “Fresh Start Effect.” Consumers are naturally curious when a familiar brand transforms, prompting them to explore the updated offerings with a renewed interest. For Zomato’s rebranding to Eternal, influencer content showcasing the platform’s expanded services could lead to increased app downloads, trial orders, and higher user engagement.

While large-scale influencers help drive mass awareness, micro and nano-influencers play an equally significant role during a rebranding process. Their smaller, engaged communities often perceive them as more relatable and authentic. During a transition like Zomato’s, hyperlocal influencers such as home chefs, food critics, or neighbourhood food bloggers can demonstrate how Eternal integrates into their everyday routines. Whether ordering a quick meal or restocking kitchen essentials, their content reassures consumers that the convenience they associate with Zomato remains intact, if not improved, under the new identity.

The success of a rebrand hinges not on a one-time announcement but on sustained storytelling. Influencers are well-equipped to build this narrative over time. Their content journey may begin with teasers hinting at a change, unveiling the rebrand, and later showcasing real-world usage experiences. For Eternal, this could include influencers creating ‘A Day with Eternal’ vlogs, unboxing their first order under the new name, or comparing the platform’s expanded features with its previous version. Such content maintains long-term consumer engagement, turning initial curiosity into sustained brand affinity.

Ultimately, rebranding in today’s digital landscape is incomplete without influencer marketing. A visual overhaul may capture attention, but it is influencer-led storytelling that embeds the brand’s new identity into consumers’ daily conversations. Zomato’s evolution into Eternal highlights that rebranding success depends not only on corporate strategy but also on community acceptance. By collaborating with influencers, brands can transform rebranding from a mere announcement into a dynamic, content-driven movement, one that not only builds awareness but also drives tangible business growth.

— Shubham Singhal, CEO and co-founder, Dot Media.