This campaign made people scream. Literally.

June 28, 2025

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Came across this interesting campaign the other day.

Blinkit (a quick commerce app in India) and Kwality Wall’s teamed up for something truly offbeat. It wasn’t the usual discount banner. It was an engaging campaign and completely unexpected.

Here’s what they did.

Inside the Blinkit app, they launched a feature called ‘Scream for Ice Cream’.

To get a discount on Kwality Wall’s ice creams, users had to scream into their phones. The louder they screamed, the bigger the deal they unlocked up to 50% off.

What made this campaign stand out?

  1. It was interactive.
    Instead of the usual tap-and-order flow, they got people involved. A bit silly, yes but also memorable.

  2. It was made for virality.
    Imagine friends daring each other to scream louder, recording reactions, sharing stories on social media. The campaign naturally encouraged UGC without even asking.

  3. It had urgency.
    The offer was live only for 2 days — 17th and 18th May. No long tail. Just a spike of interest and attention. That kind of time-bound creativity often drives real action.

  4. It matched the product vibe.
    Ice cream is fun. It’s indulgent. It’s not meant to be sold with a boring corporate voice. This campaign felt like the product it was promoting.

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv