In a rare print move, Zomato published a newspaper ad wishing rival Swiggy a happy birthday, without ever naming the company. Carried in The Times of India, the minimalist ad reads: “this is a zomato ad to wish the other food delivery app a happy birthday. thank you for pushing us to be better :’)”
While the copy stays deliberately vague, the ad’s muted orange background – closely tied to Swiggy’s brand identity – makes the intended recipient unmistakable.
The gesture echoes Zomato’s own anniversary campaign earlier this year, when the brand marked its 18th year without mentioning its name, relying instead on its signature red palette and typography. This time, Zomato flips the format, borrowing its rival’s colour while keeping its own distinct, understated tone of voice.
The move taps into a well-worn marketing playbook where competing brands publicly acknowledge or gently rib one another, turning rivalry into a branding opportunity. One of the most famous examples globally came in 2016, when Mercedes-Benz congratulated BMW on its centenary with a cheeky nod to being 30 years older – a rivalry BMW happily kept alive with its own comebacks.
In India, the tactic has become increasingly common – Swiggy and Zomato, Blinkit and Zepto, and even Pepsi and Coca-Cola have traded similar light-hearted exchanges around festivals, anniversaries and big sporting moments, often generating as much buzz as full-fledged campaigns.
