McDowell's No1 - Jaisa Yaar Waisa Award

Engaging the consumer as well as a measure against counterfeit liquor, McDowell's No1 annually runs an Under The Cap Code (UTC) contest. As a part of these contests, the consumer uses the cap under the code to participate via SMS and avail assured prizes, a chance to win grand prize and at the same time verifies the purchase of a genuine bottle of McDowell's No1.

When even assured mobile recharge offers yielded very little response in terms of participation, McDowell's needed to create more value in every gratification that could be scaled across the nation, within budget.

The McDowell's No1 Jaisa Yaar Waisa Award contest is based on the insight that each friend we have has a special characteristic. There's the one guy who is always late, The other that is always chirpy, no matter how bad the day is, the drama queen, etc.

As a part of the contest, any consumer who purchases the bottle and sends the code, gets to award one of his friends with a relevant award. The Late Lateef gets Uber Money, The Angrezi Babu gets Domino's Pizza Vouchers, etc; with the ultimate gratification being a chance to go to Mauritius with friends!

Every time the consumer calls, he is given the opportunity to present a different award to a different friend, thereby also growing the mobile database and the reach of the brand.

Here's a sample of the contest message for one of the awards.