“This is not a Blinkit ad” is quite a way to grab attention when your billboard is dressed in yellow. Zomato has turned that familiar colour into the punchline of a playful outdoor advertisement, using a cheeky reference to its sister brand Blinkit to promote a far more festive craving: dhokla after Garba.
The billboard features Zomato’s message in bold black lettering against a bright yellow background, with the line, “it’s the dhokla we’ll get you after garba :)”. The copy plays on Blinkit’s recognisable visual identity while giving the message a distinctly Gujarati festive twist.
Zomato builds the advertisement around a joke that people can understand at a glance. The opening line makes passersby question whether they are looking at a Blinkit advertisement, before the dhokla reference reveals the real message.
The creative also taps into the rhythm of Navratri celebrations, when Garba nights often come with post-dance food cravings. By bringing a familiar Gujarati snack into the conversation, the billboard connects the brand with a specific festive occasion instead of relying on generic seasonal greetings.
The advertisement also makes the relationship between Zomato and Blinkit part of the creative. Both brands operate under Eternal, but their distinct identities give the billboard its humour: Zomato borrows Blinkit’s signature yellow cues, then uses the copy to make clear that this is a Zomato message.
The result is a simple example of how outdoor advertising can use colour, context and a few well-chosen words to earn attention. There is no elaborate product demonstration or lengthy explanation. The billboard sets up the joke, delivers the festive food reference and lets the audience connect the dots.
For Zomato, the dhokla billboard turns a routine outdoor placement into a moment of brand banter, with Garba providing the perfect excuse to bring food cravings into the picture.
