In an unusual show of brand sportsmanship, Zomato marked Swiggy's birthday with a minimalist print advertisement in The Times of India, choosing not to mention its rival by name.

Set against Swiggy's signature orange background, the ad read: "This is a zomato ad to wish the other food delivery app a happy birthday. Thank you for pushing us to be better :)"

The creative also mirrored Zomato's own 18th birthday campaign from earlier this year, when the company similarly omitted its own name and relied on its distinctive visual identity to convey the message.

The ad is the latest example of brands using public acknowledgements of competitors to reinforce their own identity while celebrating rivalry. 

Similar exchanges have become an established marketing tactic globally, with brands such as Burger King and McDonald's, and in India, Zomato and Blinkit, using playful campaigns to engage audiences beyond conventional advertising.

Swiggy, founded in 2014, completed 12 years this week. Zomato, launched in 2008, celebrated its 18th anniversary earlier this year.