Quick-commerce platform Blinkit has sparked online conversations with its witty outdoor advertising campaign, revealing quirky campus ordering trends from some of India’s top business schools. One such billboard near the Indian Institute of Management Ahmedabad (IIM-A) disclosed that students ordered an impressive 60,456 print-outs in 2025.
According to the data showcased by Blinkit, this translates to more than 165 print-outs every day, highlighting the academic intensity and paper-heavy routines at one of the country’s most prestigious management institutes.
Blinkit’s campaign stands out for comparing business schools not through rankings or placement figures, but through everyday ordering habits—turning routine data into humour-driven storytelling. The billboards have appeared across multiple cities, each offering a playful snapshot of campus life.
Blinkit’s Campus Rivalry Campaign
Another widely discussed Blinkit billboard compared ordering trends between XLRI – Xavier School of Management, Jamshedpur, and IIM Calcutta. The billboard revealed that XLRI students ordered twice as many mixers as their IIM-C counterparts.
Mixers, commonly used as non-alcoholic beverages paired with drinks, were the focal point of the joke. The billboard concluded with a tongue-in-cheek line: “Kyun nahi ho rahi padhai?” (Why isn’t the studying happening?), adding to the campaign’s viral appeal.
Social Media Reactions
The campaign has drawn praise on social media for its sharp humour and cultural relevance. LinkedIn user Pranav Karmakar noted that the long-standing rivalry between XLRI and IIM Calcutta was cleverly taken “out of the classrooms and onto a billboard.”
Similarly, commenting on the IIM Ahmedabad print-out statistic, LinkedIn user Akash Shinde wrote, “Blinkit didn’t put up hoardings. They put up inside jokes with a media budget.”
By turning hyperlocal data into relatable humour, Blinkit’s campaign has resonated strongly with students, alumni, and professionals alike—proving that everyday insights can make powerful brand stories.
