Blinkit turns India’s shopping data into year-end OOH humour

As the year drew to a close, Blinkit took over city skylines with a tongue-in-cheek OOH campaign that transformed everyday shopping data into sharp, hyperlocal humour. Titled ‘2025 in a Blink’, the campaign used real order insights from across the country to reflect how India actually shops, impulsively, practically, and often amusingly. 

Instead of pushing product benefits or delivery speed, Blinkit let numbers do the talking. Each billboard carried a specific, data-led line, paired with a familiar Indian observation, making the campaign feel both personal and collectively relatable. 

Some of the standout hoardings included: 

• “India ordered 1,05,16,879 kg of ghee this year”
  Followed by the line: “Ab bas bhi karo mummy”, a nod to India’s unquestionable love for ghee-heavy cooking. 

• “Someone ordered shampoo, haldi & bucket together in MICA”
  Signed off with: “Dunking?”, a playful jab that resonated instantly with campus culture. 

• “India ordered 33,88,145 karelas this year”
  With the line: “Aur bolo ‘kuch bhi bana do’”, humour drawn straight from Indian households. 

• “XLRI ordered double the mixers than IIMC”
  Ending with: “Kyun nahi ho rahi padhai?”, perfectly timed for students and alumni alike. 

• “Honey & ginger were ordered together 1,21,430 times”
  Topped with: “Khaas baat hai”, a subtle reference to seasonal remedies. 

• “India ordered 2,01,51,338 ice creams after dinner”
  Finished with: “Papa ne mana kiya hoga”, a line that needed no explanation. 

• “That’s ₹47,36,59,235”
  Followed by: “That’s how much India tipped our riders this year. Thank you!”, a rare moment of appreciation built directly into an OOH format. 

• “Someone ordered 1,758 protein bars this year”
  With: “Ek aur bar?”, fitness humour done lightly. 

• “Someone ordered 20,140 cheese slices this year”
  Signed off as: “Cheese hi aisi hai!” 

• “India ordered 88,13,019 shampoo bottles this year”
  Ending with: “Waah shampoo waah!” 

• “Someone ordered 2,417 packs of Maggi this year”
  With: “Maggi banali, Manali?”, blending food and travel culture seamlessly. 
• “60,456 printouts were ordered in IIM-A”
  Concluding with: “Tum toh chhaap rahe ho”, campus humour at its most direct. 

Across cities, highways, campuses and residential clusters, the campaign leaned into observational comedy, proving that OOH doesn’t always need spectacle to stand out. The design remained minimal, the brand presence restrained, and the copy carried the weight of attention. 

What made ‘2025 in a Blink’ work was its honesty. There was no exaggeration, no made-up claim, just India looking at its own consumption habits, smiling back at itself from a billboard. By turning raw data into culture-led storytelling, Blinkit showed how OOH can feel timely, local and deeply human, even at scale. 

In a year crowded with high-decibel brand messaging, Blinkit’s year-end OOH stood out by doing less, and saying it better.