In a lighthearted yet revealing marketing campaign, quick-commerce platform Blinkit has highlighted the intense academic life of students at top Indian business schools through playful billboards showcasing their real-time order data. One such billboard near the Indian Institute of Management Ahmedabad (IIM-A) campus proudly displays that students ordered a staggering 60,456 printouts in 2025 alone, averaging over 165 printouts every single day throughout the year. The eye-catching display, shared widely on social media, has sparked amusement and relatability among students and alumni, underscoring the relentless pace of assignments, case studies, and project submissions at one of India's premier B-schools.

The campaign cleverly pits prestigious institutions against each other not on traditional metrics like placements or rankings, but on everyday campus habits captured through Blinkit orders. A separate billboard comparing XLRI Jamshedpur and IIM Calcutta focuses on the number of mixers (handheld blenders often used for quick protein shakes or smoothies) ordered by students, adding a fun twist to the competitive spirit among B-school communities. These hyper-local, data-driven advertisements have gone viral, with students appreciating the relatable portrayal of their daily grind while also celebrating the convenience of ultra-fast delivery for last-minute academic needs.

Blinkit's strategy taps into the unique lifestyle of management students, who often work late nights, juggle multiple deadlines, and rely heavily on quick access to stationery, snacks, and essentials. The printout statistic for IIM-A is particularly striking, as it reflects the volume of reading materials, presentations, and reports that students need to print regularly. The campaign has resonated strongly online, with alumni and current students sharing the billboards and reminiscing about their own high-volume printing habits during their time at these institutions.

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The playful rivalry extends beyond just IIM-A, with Blinkit rolling out similar data-driven billboards in other cities targeting different B-schools. By focusing on quirky, hyper-specific order insights rather than conventional bragging rights, the campaign humanizes the high-pressure environment of top-tier management education while reinforcing Blinkit's position as an indispensable part of campus life. As 2025 comes to a close, the viral billboards serve as both a humorous nod to student life and a clever reminder of how technology has become deeply integrated into even the most academic routines.

The initiative has been praised for its creativity and relevance, with many online calling it one of the most engaging outdoor campaigns of the year. For students at IIM-A and beyond, the numbers are more than just statistics—they're a badge of honor representing dedication, long hours, and the relentless pursuit of excellence in one of India's most competitive academic environments.

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