Pakistani brand Crumble enters roast war with Blinkit and Zomato

Grabbing the attention of many online,  Pakistan’s Crumble and India’s Blinkit have engaged in a humorous word battle that has gone viral, sparking a lively exchange after Crumble trolled Blinkit on one of its Instagram posts.

This playful interaction has been entertaining to their audiences while at the same time eliciting the debate on the suitability of such childish jokes in the corporate realm.

The humorous banter resumed on the internet, with Crumble accusing Blinkit of delivering the wrong products instead of the ones that were ordered. In response, Blinkit went through Crumble’s comments section, to highlight their grievances regarding late deliveries.

While the banter has amused, it raises questions about the appropriateness of such child-like antics in the corporate world. Unnecessary comments of Blinkit further supported by Zomato, prompted critics to suggest that Crumble lacks the class to engage in this rivalry.

If we were to personify these businesses, Zomato would be a young, rebellious man representing the company’s current mentality. Their involvement in the comments reflects this identity.

However, some suggest that the entire exchange could be a performance, raising ethical problems about authenticity in marketing.

This is not the first time the two brands have roasted each other in the marketing game; their previous interactions have also showcased a recurring theme of friendly rivalry and playful banter.