Festivals are occasions full of joy, mirth and togetherness for Indians. Except for the women of the family. Rushed last-minute preparations, endless to-do lists, and the pressure to make everything perfect- Indian women end up having to bite more than they can chew every Diwali. This ends up in festivals becoming a sour experience, intentionally or unintentionally, adding to their mental load. “Dimaag ka dahi ho gaya hai” or “my head is a big bowl of yoghurt” is a popular saying in the Indian subcontinent to describe this state of mind. So Urban Company, the country’s premier at-home service platform, sent a gentle reminder about delegation, and outsourcing of these chores and responsibilities.

We decided to literalise this metaphor and launched this limited edition yoghurt box, which was sent with quick commerce orders in the national capital. Using chaos packaging, we found a way to insert a blue-collar service app into the lives of thousands of urban Indians using an unassuming box of yoghurt, getting us tons of love on social media.