Nerolac – Diwali Consumer & Dealer Promotion

Overview

For Diwali, Nerolac wanted to promote its premium product range while delighting both customers and dealers with high-value festive rewards. The campaign objective was to boost sales and strengthen engagement during the festive season through an attractive and memorable incentive program.

Solution

BigCity designed a dual-layer promotion. Customers purchasing Nerolac Super Premium Products received assured rewards of 2 movie tickets and benefits worth ₹20,000. To build additional excitement, a sweepstake mechanism offered both customers and dealers the chance to win gold coins. Reward redemptions were enabled via a custom microsite through bill upload and registration, ensuring smooth participation and fulfillment. The campaign was executed pan-India across GTO channels for 46 days.

Impact

The festive campaign successfully lifted sales of Nerolac’s premium range, engaged both consumers and dealers with a mix of assured and aspirational rewards, and strengthened Nerolac’s festive positioning as a premium and rewarding brand of choice.