Blinkit has playfully pitched two of India’s top business schools against each other—not by comparing rankings or placement figures, but through something far more revealing: campus ordering habits.
As part of its ongoing outdoor advertising campaign, the quick-commerce platform has been putting up billboards across cities showcasing anonymised Blinkit order data. The campaign has struck a chord online for its sharp humour and hyperlocal relevance.
XLRI vs IIM Calcutta: A Mixer Count Battle
One such billboard highlights a quirky rivalry between XLRI–Xavier School of Management, Jamshedpur, and IIM Calcutta.
“XLRI ordered double the mixers than IIM-C,” the billboard reads.
Mixers—non-alcoholic beverages commonly used with alcohol—form the punchline of the ad, which cheekily adds at the bottom:
“Kyun nahi ho rahi padhai?”
(Why isn’t studying happening?)
The ad drew appreciation online for tapping into a long-standing campus rivalry. LinkedIn user Pranav Karmakar commented,
“The XLRI vs IIM Calcutta rivalry was always a campus thing. Blinkit took it out of the classrooms and put it on a billboard.”
IIM Ahmedabad’s Academic Flex
While XLRI’s billboard leaned into party culture, Blinkit struck a different note near IIM Ahmedabad. Another hoarding revealed that the institute ordered 60,456 print-outs in 2025 alone.
That translates to over 165 print-outs every single day, underlining IIM-A’s reputation for academic rigour.
The humour landed here too. LinkedIn user Akash Shinde summed it up aptly, writing:
“Blinkit didn’t put up hoardings. They put up inside jokes—with a media budget.”
Blinkit’s campaign has been widely praised for turning everyday consumption data into clever storytelling—sparking conversations, laughs, and a little competitive pride among India’s top B-schools.