Zomato has marked the birthday of rival food delivery platform Swiggy with a minimalist print advertisement published in The Times of India, extending birthday wishes without mentioning the company by name.
The advertisement, set against Swiggy’s signature orange backdrop, carried the message: “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 creative did not explicitly identify Swiggy, the visual cues and timing made the reference clear.
The gesture drew attention for its display of brand camaraderie between two of India’s largest food delivery platforms. By acknowledging its competitor, Zomato positioned the message as a nod to the role competition plays in driving innovation and service improvements within the category.
The campaign also echoed Zomato’s own 18th anniversary communication released earlier this year. In that campaign, the company similarly omitted its own name from the creative, relying instead on its distinctive red colour palette and typography to convey the message. The latest advertisement appears to reverse that approach by adopting Swiggy’s brand colour while retaining Zomato’s characteristic tone of voice.
The print execution serves as a subtle acknowledgement of the long-running rivalry between the two companies, while highlighting a shared role in shaping India’s food delivery ecosystem.
