Good and Bad PR: Blinkit's Albinder Dhindsa says size does matter, Soan Papdi gets some love on Zepto

This week's Good and Bad PR is a mixed bag of sweets. Fun size.

Good PR: (Maybe. Check in with us later in November)

Blinkit's Albinder Dhindsa promises easy returns, let the trolling begin

In keeping with the brand's promise of quick commerce, Blinkit's Albinder Dhindsa took to X to launch an easy return feature:

Introducing Easy Returns on Blinkit!

Customers can initiate a return/ exchange in case of a size or fit issue with the delivered product. This solves a crucial problem of size anxiety for categories like clothing and footwear.

The cool part - return or exchange will happen… pic.twitter.com/iWUcoPaOLj

— Albinder Dhindsa (@albinder) October 15, 2024

The trolling was immediate, clearly size does matter:

What if I'm not satisfied with the size of the Nimbu I ordered from Blinkit?😀😀😀

— Nishant (@rawnish) October 15, 2024

Good PR 

Make Soan Papdi Great Again: Zepto 

What connects Falguni Pathak and Soan Papdi? Not a sentence I had marked down for my 2024 Bingo card! Swiggy Instamart used Falguni's effervescent style (albeit only during the Navratri Garba celebrations) to demonstrate that they could deliver all festival essentials to your home. 

Not to be left behind, Zepto hired the polarising sweet treat 'Soan Papdi' as their 'Chief Comeback Officer' this Diwali (they even made a cheeky LinkedIn profile). The innuendo is about how poor 'ol Soan Papdi comes back into fashion once a year.

Whether you like Falguni's music or the taste of Soan Papdi, you must admit they're tethered to festive occasions, and it is wise to use them as narratives to evoke the celebratory spirit. Now, if we could only get a few weeks more cringe-less, dhamake-daar (without social media pollution) and colourful campaigns over the next few joyous weeks.

Shoeb is the chief innovation officer at Ideosphere Consulting. He loves helping brands and business leaders articulate their value better. If you want to point out examples of good and bad PR message him on LinkedIn