Two rupees a scan, and seven hundred winners

The company wanted trials and repeat purchase on a 500ml pack, a low-value, high-frequency dairy purchase made on impulse and forgotten immediately. There was nothing to convert that moment into a relationship.

Dairy at this price point makes most loyalty mechanics uneconomic. A points-only scheme asks a consumer to accumulate value across many small purchases before anything happens, which loses the majority of participants after the first scan.

The company also had no consumer database to build targeted campaigns on, and needed the whole experience to be frictionless and mobile-first, because a shopper standing in a shop is not going to install an app or complete a long form.

Three reward layers run off one scan. Assured cashback and gifts mean every scan returns ₹2 or a random gift, so nobody is disappointed at the point of first contact. A lucky draw picks 700 winners with retry messages nudging everyone else back for another scan. And a points ladder credits 5 points per scan, with bigger rewards unlocking at 50, 100 and 200+ across cashback, coupons and premium packs.

That structure is what makes a low-value pack economically viable. The assured ₹2 costs little but guarantees the mechanic never feels empty, the draw supplies excitement at almost no marginal cost, and the points ladder is what converts a trial into a habit, because 200 points requires forty scans. Secure one-time-use codes are printed on each pack, participation is scan then OTP login, and redemption spans closed-loop company vouchers and free product plus open-loop partner vouchers, with real-time validation, fraud prevention, a digital wallet and multilingual support behind it.

2.9 million pack scans have been processed at a 44% repeat scan rate, with 31% of scanners reaching the 50-point threshold. The assured layer is why it held. Every scan returns ₹2 or a gift, so a consumer's first interaction is never a loss, which matters more on a 500ml impulse pack than the size of the prize does. The 700-winner draw then supplies the excitement that an assured payout cannot, and retry messaging turns a non-win into a reason to buy again.

The points ladder at 50, 100 and 200+ is what carries trial into habit, since reaching the top rung takes forty scans of a pack bought on impulse. Underneath it all, the company now holds a consumer database with scan locations and behaviour where it previously had none, ready for targeted campaigns and extension across SKUs and regions.

Takeaway: on a low-value pack, guarantee something on every scan. Chance and points build on top of that floor, and cannot replace it.