Delhi man finds househelp's 'resume' inside Blinkit order, discovers clever twist
A Delhi man found a resume inside his Blinkit order and opened it thinking it was a job application. It turned out to be Urban Company's InstaHelp campaign, which sparked curiosity and online praise.
Most people expect groceries, snacks or household essentials to arrive with their Blinkit orders. A Delhi man, however, received something far more unusual; a resume tucked inside the package.
The unexpected discovery was shared by Delhi-based creative director Ankit Bawa, who posted a video on Instagram showing the curious addition to his grocery delivery. As he unpacked the order, he noticed an envelope carrying a handwritten-style message that immediately piqued his interest.
“This isn’t accidental, it’s intentional. Please read it for good Karma points – Sushila,” the note read.
Intrigued, Bawa initially assumed the envelope might contain a job application from someone seeking employment. Curious to know more, he opened it, only to find what looked like a professional resume.
But this was no ordinary CV.
The document introduced “Sushila” and cleverly presented her skills and experience in the format of a job resume, highlighting qualities that many households look for in domestic help. It detailed her expertise, reliability and household management abilities in a polished and engaging way, making it look like a genuine application at first glance.
Watch the video here:
As the video progresses, however, the real purpose behind the resume becomes clear. The document was actually part of a creative marketing campaign for InstaHelp, a service offered by Urban Company that helps users hire domestic workers and household help.
Instead of relying on conventional advertisements, the campaign used curiosity as its hook. By placing what appeared to be a personal resume inside a Blinkit order, it encouraged recipients to open the envelope and engage with the message.
The unconventional marketing move has caught the attention of social media users, many of whom praised the creativity behind the idea. Several viewers admitted they would have reacted exactly like Bawa, assuming someone was genuinely looking for work before realising it was an advertisement.
In a world crowded with digital ads that are easy to scroll past, this campaign managed to do something rare: it got people to stop, open an envelope and pay attention. Judging by the reactions online, that strategy seems to have worked exactly as intended.
Most people expect groceries, snacks or household essentials to arrive with their Blinkit orders. A Delhi man, however, received something far more unusual; a resume tucked inside the package.
The unexpected discovery was shared by Delhi-based creative director Ankit Bawa, who posted a video on Instagram showing the curious addition to his grocery delivery. As he unpacked the order, he noticed an envelope carrying a handwritten-style message that immediately piqued his interest.
“This isn’t accidental, it’s intentional. Please read it for good Karma points – Sushila,” the note read.
Intrigued, Bawa initially assumed the envelope might contain a job application from someone seeking employment. Curious to know more, he opened it, only to find what looked like a professional resume.
But this was no ordinary CV.
The document introduced “Sushila” and cleverly presented her skills and experience in the format of a job resume, highlighting qualities that many households look for in domestic help. It detailed her expertise, reliability and household management abilities in a polished and engaging way, making it look like a genuine application at first glance.
Watch the video here:
As the video progresses, however, the real purpose behind the resume becomes clear. The document was actually part of a creative marketing campaign for InstaHelp, a service offered by Urban Company that helps users hire domestic workers and household help.
Instead of relying on conventional advertisements, the campaign used curiosity as its hook. By placing what appeared to be a personal resume inside a Blinkit order, it encouraged recipients to open the envelope and engage with the message.
The unconventional marketing move has caught the attention of social media users, many of whom praised the creativity behind the idea. Several viewers admitted they would have reacted exactly like Bawa, assuming someone was genuinely looking for work before realising it was an advertisement.
In a world crowded with digital ads that are easy to scroll past, this campaign managed to do something rare: it got people to stop, open an envelope and pay attention. Judging by the reactions online, that strategy seems to have worked exactly as intended.
