Silence, delivered daily

Milkbasket, an early-morning grocery delivery app, has unveiled its latest brand campaign, ‘Door Bell Ki Chow Chow, No More Now’. The campaign strikes a chord with millions by highlighting how everyday disruptions — from doorbells to OTP calls — ruin our most precious commodity: me-time.

Built on a simple yet powerful insight, the campaign captures relatable moments when interruptions feel most invasive — a baby napping, catching a few extra minutes of sleep, office meetings, cooking, bathing, or practicing yoga. Through a series of relatable films, Milkbasket portrays the frustration these moments bring — and the simple joy of avoiding them.

The solution? Milkbasket’s 7 AM silent delivery — no ringing doorbells, no knocks, no OTP calls, just groceries waiting quietly at your doorstep. It’s designed to seamlessly fit into modern routines, offering a day that’s peaceful, efficient, and stress-free.

“The doorbell is the demon that disturbs the peaceful life of our customers,” said Damodar Mall, chief executive officer of Reliance Retail Grocery. “With Milkbasket’s 7 AM silent delivery, we offer them a choice of peace.”

But that’s not all. Milkbasket goes beyond quiet delivery. This includes no checkout hassles, no frequent payment loops, no delivery surcharges and over 10,000 groceries below MRP. Whether it’s convenience, savings, or serenity, Milkbasket claims to deliver it all — making it the one-stop solution for daily household needs.

Campaign’s take: In a world where peace and quiet are as rare as a ripe avocado at the right time, Milkbasket’s latest brand campaign, ‘Door Bell Ki Chow Chow, No More Now’, taps into a universally shared modern woe — the tyranny of the doorbell. Whether you're mid-Zoom, coaxing a baby to sleep, or simply trying to enjoy five undisturbed minutes of whipping up a meal, the campaign spotlights how these jarring interruptions are the true villains of domestic life.

Through a suite of slice-of-life films, Milkbasket doesn’t just sell a service; it pitches a philosophy — one where groceries arrive like a well-behaved houseguest: quietly, punctually, and without requiring an OTP exchange at 7AM. It’s a smart brand move in a market that’s saturated with hyper-convenience claims. Instead of louder, faster, flashier, Milkbasket goes quieter.

Beyond the creative, the campaign also reminds time-starved urbanites that Milkbasket’s offer extends to no checkout loops, no delivery surcharges, and prices below MRP — but those details play second fiddle to the emotional hook. For adland’s strategists and marketers, it’s a case study in how daily irritations can be reframed as brand opportunities — all while leaving the bell unrung.