Blinkit and Minus Thirty literally cut down calories with disruptive OOH in Bengaluru

Blinkit and low-calorie ice cream brand Minus Thirty have launched a visually disruptive OOH campaign in Bengaluru that turns a simple health proposition into a physical outdoor statement. The campaign was executed by Moms Outdoor. 

Installed along the busy Hebbal–Airport Road stretch, the billboard creatively interprets the line “Cutting down calories?” by physically cutting through the hoarding itself. Instead of using a printed visual effect, a section of the billboard has been structurally sliced across the word “calories,” creating the illusion of the message being literally cut down. 

The execution immediately stands out within the cluttered roadside environment, using the structure of the medium itself as part of the storytelling. The cut-through design transforms a standard static billboard into a contextual visual intervention that reinforces the product’s low-calorie positioning in a simple but memorable manner. 

The campaign promotes Minus Thirty’s ice cream range available on Blinkit, highlighting the “92 calories only” message while combining health-conscious consumption with quick-commerce convenience. The creative further directs consumers toward doorstep delivery through Blinkit’s platform.