Blinkit × Farmley Takeover
Sr. Visual Designer · owned execution
2× full page takeover
Brand Campaign✓
Page Design✓
Asset Production✓
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BLINKIT · DVJ · 2026
Quick-commerce · Page takeover · Motion
Six Seconds, Twenty Million Screens
A Blinkit home-screen takeover is the most expensive, most-seen slot in Indian quick commerce — and the platform handed me one with no creative guidelines, a 24-hour live window, and no margin for a mistake. I designed two: a 6-second motion reveal plus a static fail-safe, on the home screen of an app serving 20M+ monthly shoppers. The asset worked — and scaled from one pincode to multiple metros and tier-2 cities.
ROLE
Sr. Visual Designer · execution
RUNS
Aug 2025 & Dec 2025
SURFACE
Blinkit home-screen takeover
REACH
20M+ monthly shoppers
2
takeovers shipped
1 → many
one pincode to metros + tier-2
24 hrs
live window, zero-error
20M+
monthly Blinkit shoppers
01
The most-seen slot in quick commerce
Blinkit is one of India's largest quick-commerce platforms — 10-minute delivery, 20M+ monthly transacting customers across metros and tier-2 cities at the time of these campaigns. A page takeover is its premium brand asset: the full hero slot at the top of the home screen, the first thing every shopper sees when they open the app. It's a paid placement, and an expensive one — the closest thing to a billboard that millions of people choose to look at.
Farmley bought two. Executing them landed on me — first in August 2025, then again in December 2025.
02
No guidelines, one shot, live in 24 hours
No guidelines. Just a slot.The first time, Blinkit gave me almost nothing — asset dimensions and roughly where the logo could sit. No template, no creative spec, no brand manual for the placement. I had to define the approach myself: what a Farmley takeover should look and move like inside Blinkit's UI, working with a video editor to build the motion.
A 6-second window to do one job.A takeover doesn't get studied — it gets glanced at by someone mid-scroll, deciding in a second whether to tap or keep moving. So the problem wasn't 'make a pretty banner.' It was: in six seconds of motion, make a shopper stop and want to know what's inside.
Live for 24 hours, with no take-backs.This shipped to the front door of an app millions open daily, for a full day, with no chance to quietly fix a mistake after it went live. High stakes, zero error tolerance.
03
What I had to design within
Blinkit's UI owned the frame.My creative had to read clearly above the search bar and category strip, against an interface I didn't control.
Motion that might not load.A GIF can fail to render on a slow connection or an older device — on a 24-hour, millions-of-views placement, that risk is real.
Brand consistency with no brand kit for the medium.The takeover had to feel unmistakably Farmley — its colours, its pattern, its product world — without an existing spec for how the brand behaves in this format.
A real launch behind each one.Aug carried the Makhana Munchies line; Dec carried a newly launched Date Bites flavour. The creative had to serve a product moment, not just look good.
04
The calls that shaped it
Build the creative system, since no one handed me one.With no guidelines, I set the rules: how Farmley's colours, background pattern, and product photography would translate into Blinkit's frame, and how motion would carry the brand. The absence of a spec became the work — I made the thing a future takeover could be built from.
Design the 6 seconds around a reveal, not a recap.Rather than show everything at once, the motion was paced to build curiosity — leading the eye toward the product. For the Dec run, the right side moved through the Date Bites cube, packet, and tin to tease the new flavour. The goal was a single tap, so every second was spent earning it.
Ship a static fail-safe alongside the GIF.Because motion can fail to load, I built a static backup that holds up on its own if the GIF doesn't render. On a placement this size, designing for the failure mode isn't extra — it's the difference between a clean launch and a visible miss in front of millions.
Let each run serve its launch.Aug led with the Makhana Munchies line (Masala and Achaari, now under Makha Shaka). Dec led with the new Date Bites flavour and its own 'Chew Your Brew' identity. Same system, two distinct brand worlds — proof the approach could flex.
05
Proved the format, then scaled it
The first run proved the format.With nothing to start from, the Makhana Munchies takeover went live in Chennai — one city, one pincode — and held up under the pressure of a 24-hour home-screen placement.
The second run scaled it.Four months later, the same approach carried a new Date Bites launch across multiple metros and tier-2 cities — a far bigger footprint than the single-pincode pilot. The work didn't just survive its first outing; it earned a much larger one.
It was visible enough to be worth talking about.When the Dec takeover went live across NCR, Bangalore, and Bombay, my post about it reached 324K views — the reach of my own post, not campaign impressions, but a real signal of how public and prominent the work was.
06
What I’d instrument
A takeover is a top-of-funnel acquisition asset, so success is about turning attention into action. I didn't have Blinkit's campaign dashboard, so here's what I'd watch:
Tap-through rate on the banner.Of shoppers who saw the takeover, how many tapped 'Shop Now'? The core test of whether 6 seconds of motion did its job.
Add-to-cart and sales lift during the 24-hour window.Did the featured products move faster on takeover day than a normal day?
GIF vs. static performance.Did the motion version out-tap the fallback? Settles whether the reveal was worth it.
New vs. returning buyers on the products.A takeover should pull in people who hadn't bought Farmley before — that's the acquisition it's paying for.
07
What I’d do next
Turn the two runs into a documented takeover kit, so the third campaign starts from a system instead of a blank slate.
A/B two motion paces on the same product to learn what actually drives the tap, rather than designing on instinct.
Tie the takeover to a brand-true landing page — the thread that connects this to the Farmley.com work. An ad is only as good as where it lands.
TL;DR — in case you jumped here
- 01Designed two Blinkit home-screen takeovers — the most-seen, most-expensive slot in Indian quick commerce — with no creative guidelines, no template, and a 24-hour live window.
- 02Built the creative system from scratch: how Farmley's colours, pattern, and product photography translate into Blinkit's frame, for motion and static both.
- 03Each takeover was a 6-second motion reveal engineered to earn a tap, plus a static fail-safe for when the GIF didn't load.
- 04First run proved the format from one pincode in Chennai; second run scaled it across metros and tier-2 cities with a much larger footprint.
- 05The Dec launch post reached 324K views; the work earned a significantly bigger second outing — the clearest signal it worked.
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