Forget about placements and rankings. Blinkit judges the best universities in India by what they order the most. From mixers to prints to coffee, the flash commerce platform’s new billboards have turned everyday campus habits into inside jokes that students can’t help but share.

As part of its latest outdoor advertising campaign, Blinkit has placed bright yellow billboards in various cities. These billboards use real order data from college campuses, turning common student behavior into humor that feels personal and relatable.

One of the most talked about billboards compares XLRI – Xavier School of Management, Jamshedpur, with IIM Calcutta. The poster reads, “XLRI ordered twice as many mixers as IIM-C.” Mixers are non-alcoholic drinks that are often combined with alcohol. Below that, Blinkit adds a sassy line: “Kyun nahi ho rahi padhai? (Why isn’t the study happening?)”

Another Blinkit billboard near IIM Ahmedabad puts the spotlight on academics. According to Blinkit data, “60,456 impressions were requested at IIM-A”. The line below reads, “Tum toh chaap rahe ho.” This translates to over 165 impressions every day by 2025.

The campaign also extends to other campuses. A billboard near IIM Lucknow reveals, “IIM-L asked for dahi cheeni 3,847 times together,” followed by the line, “Quiz ki taiyaari?” Another poster says that Amity University “ordered 2,622 kg of coffee this year”, with the caption “Chakkar assistance?” At IIT Kharagpur, Blinkit notes that “23,460 diyas were ordered from IIT-KGP,” adding the line “Ye illu illu kya hai?”

Social media users were quick to react to the campaign. One user wrote: “I’m not going to lie Blinkit creative marketing. Do this and get the attention of an age group that decides the stream (sic).” Another joked that Blinkit “surely increased the competition in CLAT after this post.”

Some users also took the opportunity to engage directly with the brand. “Why haven’t you guys started delivering gas to metropolitan cities?” asked one commenter. Another summed up the mood by saying, “Love Blinkit’s relationship to the marketing world!”