Blinkit: Kahi bhi, kabhi bhi, kuch bhi

The brief

Blinkit’s growing presence across India got us thinking about how to show the convenience of quick commerce in a film that feels regional and relatable. Rather than talk about delivery speed or how much it stocks, we wanted to dramatise the inconvenience of the alternative.

Everything was built around one line:

“Kahi bhi, kabhi bhi, kuch bhi — Blinkit.”

Anywhere, anytime, anything.

The insight

Sometimes the effort of buying something is far greater than the thing you actually need. So what if we pushed that inconvenience to a completely absurd level?

The idea

Pintu sets out across a desert to reach a kirana store. He rides through scorching days and freezing nights. His bike breaks down. He struggles, perseveres and keeps going.

Pintu rides past sand dunes in the evening light

Pintu crouches beside his smoking motorbike in the desert as a dust devil rises behind him

Pintu stands beside his motorbike on an empty desert road

At last, after what feels like an expedition, he reaches the shop, only to find that what he wants isn’t there. The shopkeeper looks at him and offers a simple suggestion: just Blinkit.

Pintu arrives at a crowded blue kirana store and stands at the counter, his bike parked outside

The kirana owner, seated behind his scales, hands Pintu a slip of paper

The creative thinking

The whole film runs on exaggeration. We wanted the journey to feel unnecessarily dramatic, almost like an adventure film, so that the payoff reveals how avoidable the whole thing was.

The humour is in the contrast between the enormous effort of reaching a store and the simplicity of ordering on Blinkit, and it lands harder because the shopkeeper is the one who says it. We wanted convenience to come across as a story people remember, not a list of service benefits.

On paper first

Each shot began as a hand-drawn storyboard, with the sun, the road and the kirana marked out. The last one is the sketch laid over the finished frame.

Hand-drawn storyboard in green and blue lines: Pintu on his bike in the desert, with the sun, a cactus, the road and the sand marked

Hand-drawn storyboard: Pintu riding past an electricity pole and scrub, the sun and its direction marked

Hand-drawn storyboard: the kirana store with its sign, the owner inside and Pintu at the counter, his bike in front

Hand-drawn storyboard: the kirana owner behind his scales, holding out a slip, with a clock on the wall and Pintu over the shoulder

The same storyboard drawn over the finished frame of the kirana owner

The two characters: Pintu, the bike man, and the kirana owner.

Character sheet for Pintu, the bike man: an old man with a white beard and turban, white kurta and dhoti and a cloth shoulder bag, from four sides and in close-up

Character sheet for the kirana owner: a grey-haired man with a moustache in a cream kurta, standing, seated on a stool and from behind

The brief

The insight

The idea

The creative thinking

On paper first

Credits