Urban Company’s ‘Dimag Ka Dahi’ Freebie Goes Viral as Diwali Stress-Buster

For many families, Diwali is one of the most important occasions of the year, but the stress of getting ready for the major celebration is equally as great.  Urban Company has launched a clever solution that's uplifting moods across social media platforms.

The campaign centres around a quirky freebie: a tub labelled ‘Dimag Ka Dahi’ (literally, ‘Brain Yogurt’), cheekily playing on the Hindi phrase that describes mental exhaustion. This unexpected addition to Swiggy Instamart orders has sparked a flurry of amused reactions online.

One recipient shared their experience on social media: “Recently, I received a subtle reminder of this in the form of a quirky ‘Dimaag Ka Dahi’ tub made by Urban Company, with my Instamart order - a painfully accurate metaphor for the chaos.”

This initiative is a relatable nod to the stress that often accompanies the joyous festival, affecting both current and previous generations. It is a gentle reminder that help is available for those feeling swamped by their Diwali to-do lists.

Urban Company offers a range of services, including light and flower installation, home cleaning, painting, and salon services, all aimed at easing the festive burden. As the same individual noted, “Turns out, delegating a few tasks can save up to 30% of your time. That's 30% less brain-fry and 30% more time to enjoy the festivities (and maybe sneak in a nap).”

As the ‘Dimag Ka Dahi’ tubs continue to surprise and delight customers, they serve as a humorous yet poignant reminder: this Diwali, why not stop the mental exhaustion and focus on making memories instead?

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