Zomato-Blinkit's 'dhood-kheer' wordplay: How a billboard banter became too big on digital

As the billboard jugalbandi between Blinkit and Zomato got viral on internet, many brands came up with similar creatives to milk the ‘dhood-kheer’ line

e4m by exchange4media Staff
Published: Jan 6, 2023 4:54 PM  | 5 min read
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In the world of social media, trends spread like wildfire. The internet got a glimpse of the culture yet again when a picture of two creative billboards put up by Blinkit and Zomato, in collaboration, caught the eyes of netizens and soon became the talk of the virtual town. In no time the simple post turned into a full-blown marketing opportunity, with several brands quickly joining in to milk the dhood-kheer message. And netizens, of course, were only too happy to witness the banter.

It all started when Blinkit and Zomato posted a picture of their billboards that read “Doodh mangoge, doodh denge (Ask for milk and we will deliver it).” And "Kheer mangoge, kheer denge (Ask for kheer and we will deliver it).” The messages were created from the iconic film Maa tujhe salaam's dialogue.

Netflix joined the banter with "Friday mangoge, Wednesday denge" (Ask for Friday and we will deliver Wednesday.), Wednesday being one of the recently launched series by the OTT platform. The three brands had a fun conversation on Twitter giving each other witty replies and enough entertainment to the readers. The trend soon spread and netizens also started participating in the conversation. People created funny threads on social media platform with similar messages. 

Not just social media users, over the past two days numerous brands too have joined the bandwagon, putting out similar ads.

Meanwhile, quick to realise the creative jackpot that their campaign has hit, Zomato and Blinkit once again posted about it, taking the slogan on the billboard forward, “Trend Mangoge, trend denge, how two billboards became toooooo big on the internet’’

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A post shared by Zomato (@zomato)

The campaign has been executed by Kinetic India on behalf of the brands.

The campaign meanwhile has impressed marketing experts too. The way OOH, which is seen as a traditional medium, has been very smartly brought to the digital world by Zomato and Blinkit, is being appreciated by one and all. Experts are all praise for the strategy that has given the brands effortless organic popularity.

“Zomato has always been creative with their copies and that’s why they are very relevant in today’s forgetful world. This campaign by Zomato and Blinkit seems effortless. The team knew that people would love this and purposefully left a space in the post so that others could participate,” said one of the experts. 

Talking about other brands participating, Priyank Narain, Executive Creative Director at Grapes, said, "These days you just never know what turns into a trend. And whenever there is a trend, there's an opportunity for marketers to piggyback on it and remind consumers of their USPs in an interesting way. It helps form an instant connection with their consumers.”

"Timing, however, is important. It always makes more sense to be one of the first few brands to do it. Another challenge for creative folks is to come up with an interesting message in very little time and for brand managers to give approvals asap," he added while speaking on the challenges to come up with something right in time.

e4m has reached out to Zomato to listen to the story behind the campaign, but is yet to get a response.

Here's how some brands milked the Zomato-Blinkit's 'dhood & kheer' marketing receipe.    

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A post shared by Prega News (@preganews)

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Published On: Jan 6, 2023 4:54 PM 
Tags Netflix Ooh campaign Zomato Blinkit

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