Imagine this: Over 60,000 printouts ordered by students in a single year. That's the reality at IIM-Ahmedabad, and Blinkit, the quick-commerce platform, is cheekily calling them out! But is this a sign of intense academic dedication, or something else entirely?
In a bold and playful marketing campaign, Blinkit has unveiled some fascinating data about the ordering habits of students at India's top business schools. Instead of focusing on the usual metrics like placement rates or rankings, they're shining a spotlight on… what students are actually ordering. Think of it as a glimpse into the real lives (and perhaps the real needs) of these future business leaders.
The campaign features billboards strategically placed in various cities, revealing quirky data points about Blinkit orders. One particularly amusing example involved a comparison between XLRI - Xavier School of Management in Jamshedpur and the Indian Institute of Management in Calcutta (IIM-C). The billboard proudly proclaimed that XLRI students ordered twice as many mixers (non-alcoholic beverages often used with alcohol) as their counterparts at IIM-C. "Why is studying not happening?" the billboard playfully questioned. This sparked quite a buzz online, with LinkedIn users like Pranav Karmakar appreciating the humor and noting how Blinkit had taken the traditional XLRI vs. IIM-C rivalry from the campus to the streets.
But here's where it gets controversial... While XLRI's mixer consumption might raise eyebrows, Blinkit’s billboard near IIM-Ahmedabad tells a different story. According to Blinkit's data, IIM-A students ordered a staggering 60,456 print-outs in 2025! That breaks down to over 165 print-outs every single day of the year. Is this evidence of relentless studying and academic rigor? Or perhaps a reflection of outdated teaching methods that rely heavily on printed materials?
And this is the part most people miss... It's easy to jump to conclusions about these numbers. Some might see the print-out figures as a testament to IIM-A's academic intensity. Others might view it as an indictment of inefficient, paper-heavy processes. Akash Shinde, another LinkedIn user, cleverly observed that Blinkit wasn't just putting up hoardings, but rather “inside jokes with a media budget.” But is it just a joke? Or is there a deeper commentary on student life and academic culture embedded within these numbers?
What do you think? Are these Blinkit billboards harmless fun, or do they offer a revealing (and perhaps slightly uncomfortable) glimpse into the lives of students at India's top business schools? Does the sheer volume of print-outs at IIM-A suggest a need for more sustainable and digital-friendly learning approaches? Let us know your thoughts in the comments below! We're curious to hear your perspectives on this playful, yet thought-provoking, marketing campaign.
