Luxor is the brand leader in Indian writing instrument industry. Becoming one of the largest companies in South Asia in the writing instrument industry is attributed to their extensive channel distribution network. To gratify these channel partners, specifically retailers, Luxor wanted to offer them attractive rewards. The objective of this campaign was also to induce retailers to buy more monthly in order to push GTO sales. Befitting an audience that appreciates utility and instant gratification over any other incentives, we designed a free assured mobile recharge coupon worth Rs.50 on every purchase of a trade pack. For retailers, recharges are like direct cash because they use their phones extensively. And the more they buy, the more they sell – consequently pushing sales to consumers.