ABOUT THE BRAND
Saridon is one of India’s most recognized OTC headache relief brands from Piramal Pharma.
In the highly competitive analgesic category, chemist recommendation plays a decisive role in product movement—especially in general trade outlets where consumers rely heavily on counter suggestions.
To strengthen Saridon’s visibility and recommendation rate, Piramal needed a simple, scalable, chemist-friendly incentive program that worked across diverse markets.
CAMPAIGN OVERVIEW
Piramal introduced a Scratch & Win Chemist Incentive Program by embedding scratch cards inside Saridon packs.
The mechanic was intentionally simple:
Buy Saridon → Scratch the card → SMS the code → Get an assured reward (with a chance to win a gold coin).
The goal was to create excitement, reward chemist participation instantly, and increase everyday push for Saridon.
THE CHALLENGE
Chemists face multiple competing brands and promotional schemes:
- Push strategies are dominated by margins and incentives
- Counter recommendations strongly influence consumer choice
- Schemes must be quick, low-effort, and universally accessible
- Execution must work in regions with varying tech adoption
- Compliance-friendly mechanics are required for OTC brands
Piramal needed a promotional tool that could:
- Activate chemists at scale
- Encourage daily push sales
- Deliver instant gratification
- Combine low-value assured rewards with high-value excitement
- Be executed through a simple, offline-to-digital flow
REWARDPORT SOLUTION
RewardPort created a nationwide Scratch & Win program exclusively for chemists.
Key Features of the Solution
- Scratch cards inserted directly into Saridon boxes
- Unique codes validated via SMS
- Assured rewards including mobile recharges & shopping vouchers
- Grand prize: 10gm Gold Coin
- Fully manag
- ed backend system for code validation & reward fulfillment
- Zero-risk structure for chemists – simple, fast, and rewarding
The physical card + SMS redemption model ensured participation even in low-connectivity regions.
WAY OF EXECUTION
The program was designed for scale and simplicity:
- Scratch Cards in Every Eligible Pack
Chemists scratched to reveal their code instantly. - SMS-Based Validation
No smartphone or internet required—just a basic phone. - Instant Reward Delivery
Recharges and vouchers sent automatically once the SMS was verified. - Grand Prize Mechanic
Valid entries were eligible for a 10gm Gold Coin draw. - Trade Communication
Field teams briefed chemists, ensuring clear program understanding. - End-to-End Management by RewardPort
Validation, support, logistics, and grand prize delivery handled centrally.
RESULTS & IMPACT
The Saridon chemist campaign delivered strong outcomes:
- High levels of chemist participation across general trade
- Improved counter recommendations for Saridon
- Increased push sales and stock rotation
- Enhanced brand visibility at the pharmacy level
- Stronger trade satisfaction due to instant and meaningful rewards
The low-barrier scratch card model proved highly effective for OTC trade activation.