Brand Positioning | Digital Ad Films

Brief: Fresh off the Zomato merger, Blinkit needed a new identity, a distinct voice, and its first major brand campaign. And it needed them fast.

Rather than selling just 10-minute delivery, the opportunity was to own a very Indian behaviour: remembering everything at the last minute.

Backed by insights from a survey of 1,000+ consumers, this led to five humour-led digital films built around relatable last-minute emergencies, positioning Blinkit as India Ka Last Minute App.

The ambition? Move Blinkit beyond a promise of speed and make it the go-to solution for India's last-minute everything.