Innovative advertising campaign: People usually order groceries, snacks or household essentials from Blinkit. But for one Delhi man, something came with his order that he had never imagined. He found a CV i.e. biodata in the packet. Ankit Bawa, a creative director in Delhi, shared a video on his Instagram, in which he told about this strange envelope that came with his grocery order. When he opened the order, he saw an envelope with something handwritten on it. It was written on it, "This is not a mistake, it has been sent intentionally. Do read this for good deeds - Sushila."
At first Ankit thought that perhaps someone needed a job and this was his biodata. When he opened the envelope out of curiosity, there was something like a professional CV inside. But this was no ordinary resume.
This document introduced "Sushila" and described her qualities in the style of a job resume. It focused on everything people look for in a housekeeper. At first glance, it looked like a real job application, highlighting her experience, dependability, and housekeeping skills in a very professional manner.
But as the video progresses, the real motive behind this resume becomes clear. Actually, this was a unique marketing campaign of InstaHelp service of Urban Company. Through this service, customers can hire helpers for household chores.
This campaign took advantage of people's curiosity instead of traditional advertising. By including something resembling a personal CV in Blinkit orders, the company forced people to open the envelope and read the message.
People are liking this unique method of marketing on social media and many people are praising it. Many users admitted that like Ankit, they too thought it was someone's job application until they realized it was an advertisement.
