EatSure wanted to launch its new Quickies section, built on the promise of “15 minutes or free”, and do it in a way that felt nothing like food delivery advertising. The timing? Valentine’s Day. The audience? Young and wired for instant action.

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The idea was to meet them in their world, where immediacy rules everything. We rebranded Quickies as a dating app that skipped the small talk and went straight to action: 15 minutes or less.

It was cheeky, disruptive, and perfectly primed for memes.

 

With teaser hoardings across Mumbai to drive curiosity, we kicked off a social guessing game: “Have you seen this hoarding?”

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What followed was an outdoor campaign in Mumbai and a buzz that spread far beyond the billboards. Meme pages picked it up, social chatter snowballed, and downloads spiked. With just a handful of hoardings, a social media launch, and earned media, we drove over 30,000 app downloads and sparked a significant amount of playful debate.

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For me, Quickies was proof that with the right insight and a playful spin, even a service promise can turn into a cultural moment.