ABOUT THE BRAND
NatureFresh (Cargill) is known for high-quality cooking oils trusted by Indian households. For the launch of Acti Heart, their heart-health–focused cooking oil, the brand needed a sales promotion mechanic that would trigger immediate trial and stand out in a highly cluttered edible oils category.
CAMPAIGN OVERVIEW
To push first-time adoption and increase shelf conversions in Modern Trade, NatureFresh launched a purchase-linked offer:
Buy Acti Heart → Get instant Paytm Cashback.
The idea connected two things consumers value:
Wellness + Practical Savings.
This made the product feel both good for health and good for the wallet.
CHALLENGES
Launching a new oil variant in India’s crowded edible oil segment meant competing against:
- Deeply entrenched brands
- Strong price sensitivity
- Low category experimentation
- Heavy in-store competition
- Need for immediate consumer value
NatureFresh needed a reward that would:
- Trigger on-the-spot conversion
- Make shoppers try a healthier option
- Provide universal relevance across households
- Be easy to redeem and scale instantly
- Build trust for a new health-focused SKU
A simple discount wasn’t enough — the reward needed emotional and practical pull.
REWARDPORT SOLUTION
RewardPort deployed a digital Paytm cashback reward, perfectly suited for mass-market, value-driven shoppers.
Why This Sales Promotion Worked
- Paytm Cash is universally relevant across Indian households
- The reward offered instantly felt savings
- Digital redemption was fast, simple, and hassle-free
- It reinforced Acti Heart’s healthy-living promise with a practical incentive
- Perfect for Modern Trade shoppers who respond strongly to checkout value-adds
The offer created a powerful “trial trigger” at the shelf.
WAY OF EXECUTION
The execution was built for seamless in-store activation:
- Paytm cashback codes were issued on qualifying purchases
- Shoppers redeemed instantly using a mobile-based flow
- In-store visibility drove awareness of the offer
- Modern Trade staff communicated the promotion to nudge trial
- RewardPort ensured smooth backend fulfilment and customer support
The entire experience was simple, direct, and conversion focused.
RESULTS
The Acti Heart launch gained strong traction:
- Significant rise in first-time trials in target markets
- Improved brand visibility across North Indian Modern Trade stores
- Higher purchase intent due to the instantly gratifying reward
- Strengthened consumer trust in the new healthy-living product
- Positive word-of-mouth as shoppers found the offer practical and valuable
The Paytm cashback offer acted as the perfect nudge for a wellness-themed product.