As lakhs of students across India appeared for the National Eligibility cum Entrance Test (NEET) this weekend, Instamart turned a familiar family tradition into a memorable brand experience by setting up special ‘Official Pre-Exam Dahi-Cheeni’ (OPD) stalls outside select examination centres.
Developed in collaboration with creative agency Youngun, the activation was inspired by the long-standing Indian custom of eating dahi-cheeni before important milestones such as exams, interviews, and competitions. The ritual is widely believed to bring good luck, confidence, and a positive start.
At the centre of the campaign was a branded van designed as an “OPD” (Official Pre-Exam Dahi-Cheeni) centre. Students arriving for their exams were handed specially curated kits containing a bowl of dahi, a sachet of sugar, and a note wishing them luck before they entered the examination hall.
The experience was designed to resonate with aspiring medical students. The van welcomed visitors with the message, “Welcome to the OPD (Official Pre-Exam Dahi-Cheeni),” while the kits carried the line, “All the best, future doc!”
Adding to the experience was a selfie mirror installation that encouraged students to pause for a moment before their exams. Featuring the message “You’ve got this, future doc,” the installation gave aspirants a chance to imagine themselves stepping into their future careers as doctors.
The activation quickly found an audience online, with photos and videos of the initiative circulating widely across social media platforms. Many users praised the campaign for blending cultural relevance with emotional support during a high-pressure moment in students’ lives.
One social media user described the volunteers as “heroes” for distributing dahi-cheeni outside examination centres, while others appreciated the playful use of the medical acronym “OPD” to connect the activation with the aspirations of future doctors.
NEET remains one of India’s most competitive entrance examinations, with millions of students vying for admission into medical colleges each year. The pressure surrounding the exam often extends beyond students to families, making rituals and gestures of encouragement an important part of the experience.
By taking a deeply rooted cultural tradition directly to examination centres, Instamart transformed a simple good-luck ritual into a meaningful brand moment. The campaign reflects a growing trend in marketing where brands seek to participate in emotionally significant occasions rather than simply advertise around them.
Some of the social clips that went viral:
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