Cricket. A national passion that transcends regional and economic barriers in India. It was bound to have great emotional appeal with the dealer community.Hence 'Hutch Score Kya Hai?', a loyalty program with a cricket theme. Since the dealer wasn't fluent in English, the communication was presented in colloquial style.It allowed the dealer to be a hero on his own pitch. He scored 'runs' on the basis of in-store display and sales. The more runs he made, the more rewards he collected. The highest scorer earned his moment of glory with a 'Man of the Match' certificate.

Enrolment: 750 dealers were enrolled on the programme for a one-year period, starting July 2002, at a 100% response rate.Sales: Within 6 months of the launch, Hutch sales moved up from 36% to 52%, (a phenomenal increase of 16%).Display: Hutch visibility in multi-brand outlets increased six times over - from 16,000 packs to 96,000 packs.

The overpowering branding pre-disposed walk-in customers towards Hutch. This made it easier for the highly motivated dealers to close the sale.Appreciation: "OgilvyOne gets the credit for launching a successful programme that had tremendous impact on dealer loyalty and Hutch sales."