Blinkit and Maybelline’s smudged billboard

Quick commerce platform Blinkit has partnered with beauty giant Maybelline New York for an eye-catching OOH campaign that playfully highlights the smudge-proof quality of Maybelline’s Sky High Mascara while simultaneously promoting Blinkit’s rapid delivery service. 

The campaign features a vibrant yellow billboard with a clever twist. The headline text, prominently displayed, reads: “THIS TEXT MIGHT’VE SMUDGED but your mascara won’t.” The “smudged” effect on the initial text immediately draws attention, creating a visual metaphor for the very problem the Maybelline product aims to solve. 

Adjacent to the witty headline, two Maybelline Sky High Mascara tubes are depicted, reinforcing the product’s presence. Below this, Blinkit’s branding takes center stage, along with the call to action: “Get smudge proof mascara in 10 minutes!” This perfectly integrates Blinkit’s core value proposition of quick delivery with the product benefit. The tagline “India’s Last Minute App” further reinforces their speed.