MyMuse and Blinkit Redefine Singles’ Day with Bold Campaign on Self-Love

In a refreshing take on Singles’ Day, MyMuse, India’s leading sexual wellness brand, joined forces with Blinkit, the country’s top quick-commerce platform, for a campaign that celebrated individuality and self-love. From November 9 to 11, MyMuse’s pleasure products were prominently featured on Blinkit’s homepage under the cheeky tagline #ItsCoolToBeAKela, sparking conversations and redefining how singlehood is perceived.

“Not so long ago, purchasing intimate products in India was an awkward and often shady affair. Three years ago, finding a high-quality massager meant choosing between a poorly made product in a sketchy alley or simply doing without,” shared Anushka Gupta, Co-founder of MyMuse.

MyMuse has since bridged this gap by introducing thoughtfully designed, high-quality products that are easy to access. The brand’s partnership with Blinkit further revolutionized this space, allowing customers to shop for intimate products alongside everyday essentials—delivered in just 10 minutes.

Blinkit played a key role in mainstreaming sexual wellness. As one of the first major platforms to feature such products, it showcased MyMuse’s offerings alongside everyday items like shampoo and vegetables.

“Seeing our products take such prime real estate on India’s top quick commerce app, and treated with the same normalcy as your daily groceries is a sign of how much society is evolving. We’ve always believed that self-love and pleasure should be a natural part of everyone’s wellness routine, and it’s inspiring to see that happening in real-time,” stated Sahil Gupta, co-founder of MyMuse.

The MyMuse x Blinkit Singles’ Day campaign was a resounding success, achieving a 3x increase in revenue and a 2x rise in brand searches. More importantly, it marked a cultural milestone. By featuring pleasure products on Blinkit’s homepage, the campaign normalized these conversations, placing them on par with daily essentials.

The impact of this campaign extended beyond Singles’ Day. It signified a growing movement that encourages self-love and normalizes discussions around intimacy. MyMuse envisions a future where these conversations are free from stigma, empowering individuals to embrace intimacy as a natural aspect of life.

With their bold campaign, MyMuse and Blinkit have proven that self-love isn’t just a celebration—it’s a movement, inspiring a more open and accepting society.