For Ali Arslan Somroo, food was always the first love. The social media fame happened to follow along his mesmerising culinary journey, taking us along for the exploits.
This is probably why you may find that his real name does not instantly ring a bell. But if you mention his Instagram handle, OmNomZilla, food enthusiasts will all nod in appreciation. Some will even pull out the selfies they have taken with him at a restaurant or food carnival.
Over the past decade, Soomro has created this entire Indiana Jones-esque alter ego as OmNomZilla, the intrepid food connoisseur who sports a fedora while consuming delectable cuisines. He has firmly established himself as a prominent figure in the realm of food exploration and culinary delights.
Becoming Insta-famous
Before he got his blue tick and amassed nearly 200,000 followers on Instagram, Soomro says there was a point when he did not even know the platform existed.
"I joined Instagram and started posting my pictures there because back in the day, I used to take pictures and post them on the Orkut and then Facebook," he told The Friday Times. It was his family who first introduced him to an upcoming social media app.
"My family basically said, 'Why don't you start using Instagram?' I had never used the platform before. I installed the app, and I started posting," he said.
Over the years, however, he said that the account has evolved from a place where he can post the "very bad pictures" of food that he used to take, to showcases his culinary experience and partnerships.
While the world salivates over his culinary exploits, Soomro can often be found toiling away at his regular day job in the oil industry.
In fact, his food blog started as an escape from the grind of the corporate world.
Asked how he balances his full-time career in the oil industry with his food escapades, Soomro notes how he cannot always balance the exhausting demands of both.
"It is an incredibly demanding endeavour. Many assume it's a breeze, but in reality, it's an arduous journey that demands unwavering dedication," Soomro explains.
"Creating content for an audience is anything but easy; it's a labour-intensive process."
But Soomro has relentlessly pursued the creation of engaging and meaningful content while working a full-time job. This pursuit, he admits, takes its toll.
He says burnout has been a constant companion on his decade-long journey. However, Somroo has developed a method to rejuvenate his creative spirit whenever the weight of constant content creation becomes burdensome.
"When I hit that burnout phase," he shares, "I step back. I take a hiatus, a breather of sorts. During this time, I don't post, I don't tinker with edits, and I certainly don't stress. Instead, I indulge in one of my true passions – I go out to eat."
Soomro explains that the experience of dining out is akin to the revitalisation of his spirit. Exploring new flavours and savouring beloved dishes recharges his creative spark.
"After this hiatus," he adds, "I return with renewed vigour, ready to dive back with a bang."
This approach, he argues, allows him to maintain the authenticity and passion that his audience values.
Not your average foodie or influencer
Food and food influencers have become one of the most common Instagram celebrities. But OmNomZilla has had little trouble ensuring he is cut above the rest.
That Indiana Jones aspect of him ensures that he is always looking to explore the latest in culinary trends and seeking out the most exotic of culinary experiences, whether they are located in a back alley back home or at the edge of the picturesque landscape where the view is as much a part of the experience as the food. He always takes his followers along for the gastronomic journey across continents, exploring uncharted taste territories. He has indulged in delectable delicacies on the bustling streets of Dubai, the vibrant food meccas of the United States, and unearthing hidden culinary gems of Pakistan.
A continuing love affair
"My love affair with food has been a lifelong journey," he says, adding that this ardour has fuelled his relentless pursuit of culinary knowledge.
"I would venture to try anything and everything," he reminisces with a smile.
But what makes his content infectious is how he allows his natural curiosity for food and how it has been put together for a waiting palette to take over. So whenever he finds a dish that captivates his taste buds, he delves into its intricacies.
"If I like something, I will make it a habit to understand how it is made, unravel its flavour profiles," he explains.
Crossing over to the kitchen
Soomro's culinary curiosity didn't stop at simply understanding the dishes he was savouring. There came the point where he yearned to recreate those flavours he savoured at restaurants and many eateries.
For Soomro, this meant taking his culinary journey to the next level in his relentless quest for culinary excellence. He became obsessed with the interplay of ingredients, pairing flavours, and the magic that occurs when certain cuisines focus on a central ingredient, expertly coaxing its best qualities.
"Consider Turkish cuisine, for instance," he explains, his eyes glistening with passion. "It's renowned for its abundant use of meat."
Conversely, he notes, "Middle Eastern cuisine celebrates vegetables, with eggplant taking centre stage."
By trading the bib for the apron, Soomro said he was able to explore a new passion for food.
White collar, influencer, baker?
While it may appear to some that donning the apron was the next step in his journey with food, Somroo says his true passion for food and creating gastronomic magic are rooted in the art of baking.
"Baking has been a cherished part of my life for over 25, almost 30 years," Sooomro confides with a twinkle in his eye.
His journey as a baker began as a quest to satisfy his sweet tooth.
"It all began with a simple craving for sweets," he reminisces, "and my mother, ever the wise woman, encouraged me to take matters into my own hands."
Soomro says that since his mother had her hands full with ensuring his family got a full meal, she tasked him with preparing dessert.
Where others would be daunted, Soomro says his early baking experiences were akin to a culinary adventure. Armed with a desire to satisfy his cravings, he embarked on the journey at a young age.
"I was just a kid," he chuckles, "but I took to baking like a duck to water. It was a joyous exploration of flavours and textures."
Time only intensified his passion for baking. One baking escapade particularly stood out: a cake he baked for his sister.
"I wanted to do something extraordinary [for her]," he recalls. "I went all out in the kitchen, adding an abundance of chocolates and various delightful surprises to the cake."
The result of this baking frenzy was nothing short of spectacular.
"When my sister cut into that cake, "it disappeared within minutes. It was a massive four or five-pound creation, and it vanished, as if by magic," he beamed with pride.
This sweet victory served as a turning point. It was the moment when Soomro realised that he had a talent for baking, an art that allowed him to infuse joy and delight into people's lives.
"Baking isn't just about creating delicious treats," he emphasises. "It's about crafting moments of happiness and sharing them with those you care about."
This philosophy continues to guide his culinary adventures, both in baking, and exploring diverse cuisines.
Bringing food to the family
Away from the very public life he leads, whether in corporate or in front of the camera, Soomro says he is a family man who cherishes his role as a devoted father.
But there is one value and passion that exists from him across his three lives: the love for food.
"Food is a sacred experience that brings loved ones together," he says, adding that the true recipe for happiness lies in the simple joy of breaking bread with those we hold closest.
The monster of food influencers
One aspect of Soomro that has often perplexed his followers is why he chose a name inspired by a 400-foot, 164,000-tonne green Kaiju Godzilla that demolishes cities. It's particularly confusing when, in person, you would find a salt-and-pepper bearded man full of charm, warmth and a friendly soul - quite like a beautiful butter croissant.
While he shies away from an exact reason, alluding to it by mischievously asking: isn't it obvious?
The self-proclaimed Godzilla of food has carved a niche for himself. His insatiable curiosity, unwavering dedication, and belief in the sacred nature of food have endeared him to thousands of followers. OmNomZilla's authenticity has helped build a digital realm that inspires and delights one mouth-watering post at a time.
He is driven by his genuine love for food and the desire to help others discover hidden culinary gems. His journey from a novice Instagram user to a culinary connoisseur is a testament to the power of dedication. Aspiring food influencers can find a valuable lesson in his story: stay true to your love for food, keep exploring, and, most importantly, savour every bite of the extraordinary journey.