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:
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To promote instant availability of premium beauty products
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Leverage smart outdoor branding in beauty-conscious urban areas
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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:
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Bold headline with smeared black paint effect
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Yellow backdrop enhancing recall and visibility
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Product visual with water droplets, hinting at waterproof qualities
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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:
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Working professionals en route to meetings or events
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Gen Z and millennial commuters in beauty-conscious metros
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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:
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For Blinkit: It highlights non-grocery categories and strengthens app usage beyond essentials
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For Maybelline: It ensures hyperlocal delivery of a hero product with high brand recognition and customer loyalty
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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:
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Instagram stories and makeup influencer reposts
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User-generated content comparing smudge tests
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“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:
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The product’s key benefit (smudge-proof mascara)
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The delivery promise (10 minutes via Blinkit)
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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:
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Validates consumer readiness to buy beauty in the moment
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Encourages influencer-to-checkout journeys powered by speed
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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.
? business@myhoardings.com
? 9953847639
? www.myhoardings.com
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