Overview
- Blinkit’s app now offers an in‑app challenge that measures how loud users scream into their phones to unlock ice‑cream coupons.
- Short‑video feeds on Instagram and other platforms are crowded with clips of people taking the challenge for laughs, discounts, and views.
- Families are leaning in as parents hand phones to children, whose louder voices often top the scoreboards and dominate the most‑shared videos.
- Participants report using workarounds like external speakers and pre‑recorded scream audio, with claimed discounts ranging roughly from 10% to 50%.
- Reporters say the campaign fits Blinkit’s meme‑driven playbook and is giving brands like Amul, Kwality Wall’s, and Havmor extra visibility without standard ads.