ABOUT THE COMPANY
Usha is one of India’s most trusted home appliance brands, with a strong presence across fans, kitchen appliances, and household essentials. In a category driven by seasonality and price sensitivity, Usha has consistently focused on building long-term brand relevance rather than one-time transactional wins.
CAMPAIGN OVERVIEW
To stay top-of-mind and encourage consistent purchase behaviour, Usha launched a recurring movie ticket reward campaign.
Instead of a one-off promotion, the brand introduced free movie tickets with appliance purchases on a recurring basis, creating a sustained engagement loop with consumers.
The idea was simple yet powerful:
Buy Usha → Enjoy a movie → Remember the brand → Come back again.
CHALLENGES
The home appliance market presents clear challenges:
Highly seasonal demand cycles
Strong price-led competition
Frequent discounting erodes brand value
Limited post-purchase engagement with consumers
Difficulty in building recall beyond the buying moment
Usha needed a strategy that could:
- Keep the brand visible across the year
- Drive conversions without discounts
- Create emotional engagement for families
- Offer something consumers genuinely use
- Be scalable across retail formats
A recurring experiential reward was the ideal answer.
REWARDPORT SOLUTION
RewardPort designed and executed a recurring CineRewardz movie voucher program, tailored for offline retail activation.
Why this solution worked:
- Movies are universally loved by families and appliance buyers
- Experiential value felt stronger than cash or freebies
- Recurring format kept the campaign fresh and relevant
- Simple redemption, even for offline buyers
- No impact on product pricing, protecting brand equity
The reward turned a functional appliance purchase into a feel-good experience.
WAY OF EXECUTION
RewardPort ensured a smooth, retailer-friendly rollout:
- Eligible Usha appliance purchases triggered a movie ticket reward
- Customers received voucher details at the store
- Digital redemption via CineRewardz ensured ease of use
- Store staff communicated the reward clearly at the point of sale
- RewardPort handled voucher issuance, validation, and consumer support
- The campaign was repeated periodically to maintain momentum
- This recurring structure helped Usha stay visible across multiple buying cycles.
RESULTS
The campaign delivered strong and sustained outcomes:
- 20,000+ movie vouchers distributed nationwide
- Improved conversion rates at retail counters
- Higher consumer engagement, driven by experiential value
- Repeat brand recall, thanks to recurring campaign exposure
- Stronger brand preference in a crowded appliance market
Usha successfully replaced discount fatigue with experience-led loyalty.