The rivalry between Crumble Pakistan and Blinkit India took another playful turn when the dessert shop posted a reel mocking Blinkit using Spotify Wrapped’s iconic theme. Crumble’s witty caption highlighted that Blinkit “got played multiple times” over the year. Not one to back down, Blinkit retorted with a cricketing reference, alluding to the BCCI’s decision to withhold sending the Indian cricket team to Pakistan: “BCCI jo khel gaya aapke mulk ke saath uska kya?”
Crumble Pakistan, quick on the draw, fired back with a cheeky nod to Pakistan’s iconic 2017 Champions Trophy victory under Sarfaraz Ahmed’s captaincy, where they outclassed India in the final. The exchange not only reignited the cricketing rivalry but also set social media ablaze with laughs and engagement.
Read More: Champions Trophy: Former Cricketer Calls For PCB To Follow Sri Lanka’s 1996 Approach
Crumble Pakistan: Cookies with a Side of Sass
Crumble is one of the most popular dessert brands in Pakistan, offering fresh-baked cookies such as chocolate chip, peanut butter, and double chocolate. It has a very active online presence with its marketing using humor, relatable moments, and sometimes digs at the competition to keep customers entertained and engaged. Their Instagram battles with Blinkit have become an integral part of their brand identity.
Formerly Grofers, Blinkit is one of India’s top quick-commerce platforms, with grocery and essentials delivery promised within minutes. Wide arrays of products are offered using Blinkit, which banks upon the speed and convenience of getting by the fast pace of Indian urban lives. The voice for their brand is sharp, often responding humorously to customer feedback or competitor rants.
The Champions Trophy Connection
In 2025, the Champions Trophy will take place in Lahore, Pakistan, and cricket enthusiasts are excited again. It’s the golden opportunity for brands like Crumble and Blinkit to connect with both the audiences on either side of the border and blend humor with nostalgia.
Social media banter between brands, though unconventional, actually boosts engagement, crystallises brand personalities, and produces free publicity. In a masterclass of tapping into nuances in the culture and communal rivalries, for Blinkit and Crumble, it has been their Instagram spats ongoing for weeks.
While some point out that such exchanges risk losing customers, their viral appeal often outweighs the con. Brands that get their tone right find that “wars” can create dedicated followers and ensure they stay under the public eye.
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