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Urban Company x Blinkit

India’s leading home services platform, connecting customers with trained professionals for everyday needs.
CLIENT

Urban Company

Services

Offline Activation

Industry

Home Services

The Organisation

Urban Company is a technology-driven home services platform that connects customers with trained professionals for a wide range of home and personal services. Its InstaHelp offering brings everyday household assistance to consumers through the platform.

What we did

Domestic help is an integral part of millions of Indian households, yet the experience and expertise behind this work often remain invisible and undocumented.

For Urban Company’s InstaHelp, we wanted to change the way people looked at domestic work, not just as household help, but as a profession built on years of experience, trust and skill.

Our thought was simple: What if one résumé could stand in for thousands?

We created a fictional résumé for Sushila Didi, celebrating the everyday expertise that rarely makes it onto paper. But instead of putting it on LinkedIn and letting it disappear into a feed, we took it somewhere unexpected.

In partnership with Blinkit, Sushila Didi’s résumé was placed inside everyday Blinkit orders, turning a routine delivery into a moment of discovery.

The idea sparked conversations across social media, with people sharing their own experiences with domestic help and celebrating the women who quietly keep their homes running.

Through a simple résumé and an unexpected distribution channel, the campaign gave a familiar profession a new level of visibility, while putting Urban Company’s InstaHelp at the centre of the conversation.

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(Geet Rathi)

Geet Rathi

Chief Creative Director

Geet Rathi is the Chief Creative Director at Akartha and an internationally acclaimed creative leader with experience across India and New York. A Cannes Lions Grand Prix winner, former Creative Director at Apple’s Media Arts Lab, and former VP & Creative Director at Area 23, New York, she has partnered with leading global and Indian brands including Apple, Bayer, GSK, Garnier, Dr. Reddy’s, JSW Paints, Fractal AI, Blue Tribe Foods, Tepezza, and NeuroGen Brain & Spine Institute.

Having served on the juries of Cannes Lions, One Show, Dubai Lynx, Spikes Asia, LIA, and several other international award shows, Geet combines strategic thinking with exceptional design to create work that is impactful, purposeful, culturally relevant, and globally recognized. She brings to Akartha a philosophy of designing meaningful solutions that are as functional as they are beautiful, inspiring teams to push creative boundaries by leading from the front.

(Sanjana R)

Sanjana R

Creative Designer

Sanjana R is a graphic designer with a keen eye for visual storytelling and brand identity. Drawn to thoughtful design systems and meaningful concepts, she enjoys creating work that balances strategy with creativity. Drawn to thoughtful design systems and meaningful concepts, she enjoys translating ideas into distinctive visual experiences. With a balance of strategic thinking and creative exploration, she creates work that is purposeful, engaging, and memorable.

(Sonal Varku)

Sonal Varku

Creative Associate

Sonal has great a passion for digital storytelling and social-first thinking, she love creating content that captures attention and keeps brands part of the conversation.

She is powered by caffeine, trends, and “what if we tried this?”

(Kartik Achari)

Kartik Achari

Junior Graphic Designer

Kartik Achari who enjoys creating designs that are simple, creative, and meaningful. I like turning ideas into visuals that connect with people and communicate the right message. He is always learning new techniques and trying different ideas to improve his work. He enjoy the creative process, even when it’s challenging, and he always puts his best effort into every project because there’s always something new to learn.

(Aradhika S Mehta)

Aradhika S Mehta

Chief Creative Strategy Officer

Seasoned business leader with 15+ years of experience driving growth across industries. Expert in marketing, brand building, and innovation, she combines sharp business insight with a strong focus on ROI to deliver impactful results. Outside work, she enjoys baking, watercolor painting, and home gardening.

(Preetam Saha)

Preetam Saha

Graphic Designer

Preetam loves turning ideas into compelling visual narratives that connect with audiences. He also works as a UX/UI Designer, crafting digital experiences that are both visually engaging and intuitive. Always exploring new tools and techniques, Preetam continues to refine his craft and push creative boundaries.

(Nysargi Karnam)

Nysargi Karnam

Creative Manager

With her global exposure, she blends campaign thinking and strategic planning to create content that lets brands live and breathe in culture.

Memes or brand bibles? Fluent in both.

(Shravani)

Shravani

Head of Performance Marketing

Scaling brands through data-driven digital performance.
Worked with brands like: Pocket FM, Blackbuck and many more.

(Dayasheelan B R)

Dayasheelan B R

Head of Growth

Growth-focused Product Marketing & Management Leader. Skilled in strategy, agile growth, automation, and customer engagement for business expansion. Specializes in lead generation and sales enablement

(Nirmal)

Nirmal

Video Editor

Young, driven, and highly dedicated, Nirmal is a passionate video editor with an infectious work ethic. His energy, consistency, and attention to detail help turn creative ideas into polished, high-quality visual narratives.

(Nirmal)

Nirmal

Video Editor

Young, driven, and highly dedicated, Nirmal is a passionate video editor with an infectious work ethic. His energy, consistency, and attention to detail help turn creative ideas into polished, high-quality visual narratives.

(Ranga Shayi)

Ranga Shayi

Social Media Manager

​Ranga Shayi brings a unique blend of MBA strategy and creative intuition to the team. With a background in Marketing & Analytics and sharp insights from the high-speed quick commerce industry, he knows how to spot a trend before it peaks. But what truly sets Ranga apart is his mindset in the volatile world of social media: He doesn’t believe in losing. In his playbook, you either win, or you learn something valuable for the next campaign. He’s here to ensure the agency does a lot of both.

(Aditi Kakaria)

Aditi Kakaria

Social Media Manager

Aditi Kakaria is a Social Media Manager at Akartha, contributing to the brand’s digital storytelling through creative ideation for ad shoots and Instagram Reels. Aditi collaborates with the creative team to develop engaging, trend led content that strengthens Akartha’s social media presence and connects meaningfully with audiences.

(Shreya G)

Shreya G

Associate Manager

Shreya is an Associate Manager at Akartha, contributing through research led thinking and content creation while supporting key initiatives across the agency.

(Kishore Upadhya)

Kishore

Executive Manager

Kishore is the Executive Manager at Akartha, overseeing the smooth operation of the agency and ensuring everything runs efficiently behind the scenes. With a keen eye for detail and excellent organizational skills, Kishore manages day-to-day operations, coordinating teams, and streamlining processes to keep projects on track. His ability to juggle multiple tasks while maintaining a high standard of work makes him an invaluable part of Akartha. Outside of his role, Kishore is always looking for ways to optimize workflows and improve operational efficiency, contributing to the agency’s growth and success.