Blinkit in association with Kinetic India goes all Bollywood

One of India's fastest-growing online grocery delivery systems, Blinkit, has a significant market presence all across the country. And this time, Blinkit, in association with Kinetic India, chose to go all Bollywood in its OOH advertising. Kinetic India planned an engaging campaign for Blinkit across pan India with the objective of maximising brand recall using outdoor as a medium and reaching the right target group (TG). In order to link cravings, benefits, or attractions of a specific product that can be bought through the app. Blinkit moved on to blend lyrics from popular Bollywood songs that have gained a cult following in a series of OOH advertisements. The campaign will run till December 2022.

Here are a few examples: "Anda ye bindaas hai, Anda ye bindaas hai" is a smart parody of the KK and Anu Malik song “Banda yeh bindaas hai” from 2001; "Basanti Naaaaach-os" is from the 1975 movie Sholay, and it's for Cornitos. By doing this, they avoided discussion around "fast delivery," which was highly criticised for being inconsiderate to delivery partners but was Blinkit's USP.

Talking about the campaign Arijit Chakrabarti, Vice President-Strategy and Creative, Kinetic India, said, “The campaign was executed on 150+ OOH units across 4 major metros. The planning was done based on their operational markets and proximity to delivery depots to drive a call to action. The entire campaign was executed within 72 hours. Blinkit wanted to showcase its bold, modern, speed of delivery across a range of products ranging from simple groceries to durables like an iPhone. Not only was each site in the campaign handpicked based on planning metrics, but the creatives executed on them were analysed using our proprietary visual attention software.”

Speaking about the experience of working with Blinkit, Arijit said, “This was a completely collaborative effort from both our and the client's side. It's all magic when understanding TG, Media Landscape, and client objects come together. In this particular case too, the client shared their objectives and insights for us to plan better and deliver better results.”