Food delivery platform Zomato has won praise online after publishing a newspaper advertisement wishing its biggest rival, Swiggy, a happy birthday, showcasing a rare display of mutual respect between two competing brands.
The advertisement appeared in The Times of India and quickly attracted attention for its simple yet thoughtful message.
A subtle message without naming Swiggy
Designed with Swiggy’s signature orange background, the minimalist advertisement read:
“This is a Zomato ad to wish the other food delivery app a happy birthday. Thank you for pushing us to be better :’).”
Interestingly, the advertisement never mentioned Swiggy by name. Instead, it relied on the company’s distinctive brand colours and identity, making the reference instantly recognisable to readers.
Continuing a unique branding strategy
The campaign follows a similar approach adopted by Zomato during its own 18th anniversary earlier this year. In that advertisement, the company also omitted its own name, allowing its strong brand identity to communicate the message.
Marketing experts have described the campaign as a clever example of confidence in brand recognition while highlighting the positive role competition plays in driving innovation and improving customer service.
Social media applauds the gesture
The advertisement has been widely shared across social media, with many users appreciating the friendly gesture between two long-time competitors.
Several users described it as an example of healthy corporate rivalry, saying competition can coexist with mutual respect. Others praised the creativity behind the campaign, noting that neither company’s name needed to be mentioned for audiences to understand the message.
The campaign has once again demonstrated how thoughtful and creative advertising can generate positive public engagement while reinforcing a brand’s identity.