Blinkit and Maybelline Partner for Witty OOH Campaign, Delivering Mascara (Not Smudges) in 10 Minutes

When speed meets style, even smudged text becomes a fashion statement.
In a standout move blending retail urgency with beauty marketing, Blinkit, India’s last-minute delivery app, has launched a humorous, eye-catching OOH campaign in collaboration with Maybelline New York, spotlighting the Sky High Mascara.

The campaign’s key visual — a vibrant yellow billboard with the line “This text might’ve smudged, but your mascara won’t” — cleverly turns a printing defect into a brand feature. This creative brilliance has caught the attention of commuters, influencers, and beauty buyers alike.

The Objective: Combine Instant Gratification with Beauty Assurance

Blinkit has been increasingly diversifying its offerings beyond groceries into cosmetics, skincare, and essentials. With this campaign, the goal is:

• To promote instant availability of premium beauty products

• Leverage smart outdoor branding in beauty-conscious urban areas

• Reinforce Blinkit’s proposition of 10-minute delivery through product-led humor

By focusing on a high-selling item like Maybelline’s Sky High Mascara, the campaign captures both impulse shoppers and beauty enthusiasts looking for convenience and quality.

Creative Insight: Turning Smudge into Strategy

The most memorable aspect of this campaign is its meta-humor and visual storytelling. Rather than shying away from a flaw, the billboard uses smudged typography as a bold, visual metaphor for everything the product isn’t.

Key Design Elements:

• Bold headline with smeared black paint effect

• Yellow backdrop enhancing recall and visibility

• Product visual with water droplets, hinting at waterproof qualities

• A direct CTA: “Get smudge proof mascara in 10 minutes!”

The visual pun is effective and instantly shareable, creating a perfect blend of function + fun + format.

Location Targeting: Where the Audience Is

Placed on high-traffic flyovers and arterial roads, the billboard targets:

• Working professionals en route to meetings or events

• Gen Z and millennial commuters in beauty-conscious metros

• Urban shoppers in proximity to Blinkit’s delivery zones

With cities like Delhi, Bengaluru, Mumbai, and Pune forming the campaign’s backbone, the visibility hits high-purchase intention areas with real-time consumer behavior alignment.

Partnership Synergy: Maybelline x Blinkit

This collaboration is a win-win:

• For Blinkit: It highlights non-grocery categories and strengthens app usage beyond essentials

• For Maybelline: It ensures hyperlocal delivery of a hero product with high brand recognition and customer loyalty

• For Consumers: They receive a trusted, top-tier beauty product in less than 10 minutes

The co-branded nature of the ad allows category expansion through trust and trial.

Consumer Engagement: Built for Reels and Reposts

While the billboard is static, its messaging is anything but. The punchy copy, combined with beauty relevance and meme potential, has sparked:

• Instagram stories and makeup influencer reposts

• User-generated content comparing smudge tests

• “Expectation vs. Reality” meme threads celebrating the campaign’s creativity

In a digital-first beauty landscape, a clever offline ad becomes a viral online hook.

Why It Works: Simplicity, Speed, and Smarts

In less than 15 words, the billboard communicates:

• The product’s key benefit (smudge-proof mascara)

• The delivery promise (10 minutes via Blinkit)

• A humorous twist that triggers a smile and share

It’s a masterclass in how to make OOH media work harder without overwhelming, ideal for a product that people buy quickly — and emotionally.

The Bigger Picture: Beauty, E-Commerce, and Quick Commerce

With increasing crossovers between quick commerce apps and beauty brands, this campaign sets a new bar. It:

• Validates consumer readiness to buy beauty in the moment

• Encourages influencer-to-checkout journeys powered by speed

• Positions Blinkit as a viable beauty destination for urban professionals and Gen Z

For Maybelline, it reinforces product benefits while piggybacking on a bold OOH format with modern appeal.

About MyHoardings

India’s dynamic OOH campaigns come to life with the help of media partners like MyHoardings — a national outdoor advertising powerhouse. With expertise in billboards, transit media, mall branding, and DOOH, MyHoardings helps brands create cultural moments that are both impactful and measurable.

Whether you’re a tech disruptor like Blinkit or a legacy brand like Maybelline, MyHoardings ensures your outdoor campaign connects and converts.

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