Zomato Wishes Swiggy a Happy Birthday in Rare Print Ad
Zomato wished rival Swiggy a happy birthday in a print ad, using its signature orange colour without naming the food delivery platform.
SociapaHQ
In a rather unconventional way to celebrate the birthday of rival food delivery platform Swiggy, Zomato has published a print advertisement that wishes its rival well – without mentioning the company's name even once.
The minimalistic ad, which appeared in The Times of India, reads: “this is a zomato ad to wish the other food delivery app a happy birthday. thanks for helping us be better :')"
The copy does not mention Swiggy, but the muted orange background, which is closely linked to the rival brand’s identity, leaves no room for doubt about the message.
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Playful Rivalry:
The campaign also resonates with Zomato's own birthday communications earlier this year. Likewise, the company did not mention its name on its 18th anniversary celebrations, but used its signature red colour palette and distinctive typography to convey the message.
Zomato flipped the script this time, using Swiggy's signature colour while keeping its own conversational tone, making the campaign a subtle wink to its biggest rival.
The ad is part of a growing trend of brands making witty, light-hearted references to their competitors, turning competition into a marketing opportunity.
One of the most famous global examples occurred in 2016, when Mercedes-Benz congratulated BMW on its 100th anniversary with an ad that read, “Thanks for 100 years of competition. "The last 30 years were a bit boring," said the predecessor to Mercedes, who invented the modern automobile 30 years before BMW was founded.
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Brand Camaraderie:
Such exchanges are becoming more common in India. Rival brands like Swiggy and Zomato, and Blinkit and Zepto, Pepsi and Coca-Cola have often indulged in playful banter via outdoor advertising, social media and topical campaigns, often creating significant consumer engagement.
Zomato's latest print campaign once again shows how competitor marketing can be used to build brand affinity, acknowledging the role of competition in driving innovation.
