Chaitali Dixit

Blinkit here is my copy for Mother’s Day The only delivery she's proud of... is you. Return the favour ! I am a valuable asset in terms of creativity :) Blinkit | Albinder Dhindsa | Rahul Paul | Deepinder Goyal | Sahibjeet Singh Sawhney | Prachi Patel | Jadav Govind | Naman Shinghal | Rahul Ganjoo

I opened a food app I’d never used before… and something unexpected happened before the food even arrived. The packaging said: AI: Amazing Ingredients. Not a tech flex. A quiet pun on a paratha box with nothing to prove. The sticker said: Break seals not hearts. I laughed. Alone. In my room. The copy: "Delivered before the next over." IPL season. One line. Zero ad spend. But then I went back to the app. It said: Riders are not penalised or rewarded for fast or slow deliveries. A quick commerce brand. Voluntarily. Telling you this. That's not a feature. That's a values statement in plain text. It also said: Venkatesh cooked your food. 2-3 years of experience. Not "order is being prepared." A name. A person. A real chef whose work I was about to eat. Most brands hide the kitchen. Swish introduced me to the person in it. And somewhere in the app, a "Suggest a dish" option. Not buried in settings. Not a Google Form in their bio. Just a direct question: what would you like to see next? They're not building a menu for customers. They're building it with them. I hadn't taken a single bite yet. It made me feel like someone thought about me. Most brands feed you. Swish made me feel something before I opened the box. When did a brand last make you feel something before you even used the product? Swish Aniket Shah Ujjwal Sukheja

I made an ad so convincing, people thought Blinkit had actually made it. It was never just luck, but strategy. I love creating user-generated campaigns for brands, it helps me generate better ideas and sharpens my process. But for anyone who wants to understand how one can come up with such campaign ideas, ones that cost very little yet create a major impact: Every time I think about a campaign, I follow one technique. “CHAI” I call it CHAI. Yes, it comes from my name. 🌼 C: Choose the brand's best 2-3 aspects. Max 3. The moment you try to say everything, the audience hears nothing. Pick your messaging pillars like you're packing for a flight. 🌼 H: Highlight the ONE takeaway. When someone sees your campaign for the first time, what's the single thing you want stuck in their head? Just one. Everything else is noise. 🌼 A: Analyse the clichés. Then reject them. The first idea that comes to your mind? Throw it out. “Agar tumhare dimag mei aaya hai, kisi aur ke dimag mei bhi aayega.” You're not looking for a good idea. You're looking for the one only you could've had. 🌼 I: Illustrate so that copy and visual speak the same language. When the text says one thing and the design says another, the campaign dies in the scroll. They don't support each other. Now, the Blinkit ad. The core insight was my mom's line she's used on me my whole life "Tujhe 9 mahine kok mei paala hai." That's how the idea came to life. #blinkitviralad #mothersday