The channel brand loyalty program, developed by BI WORLDWIDE India, is focused at helping the client deliver behavioural economics driven engagement and incentive strategies for its influencers, with a clear-cut objective of increasing adoption of genuine products. Apart from running relevant and timely promotions, the campaign was powered by innovative non-cash rewards strategies and benefits such as scholarship program for channel partner’s children, family health check-up camps, product knowledge trainings and special milestones driven celebrations. The end-to-end structured program also implemented strategies to drive behavioural changes in influencers such as adoption of mobile, and engaging more often with the brand.
Commenting on the win, Mr. Siddharth Reddy, MD & CEO, BI WORLDWIDE, said “Greatly honoured for being recognised at the prestigious MAA Globes for two years in a row, and grateful to our clients for partnering with us in implementing strategies and recommendations based on our unique approach of blending Behavioural Economics, Design Thinking, analytics and our years of experience. We focus on behaviours and motivation considerations and put people at the heart of our program strategies to deliver effective and measurable solutions for our clients and these awards are a fitting tribute to this approach.”
Mr. Avinash Gupta, Head- Parts and Aggregates Business India and Overseas- CVBU said, “It is a moment of great pride for us to be a part of this winning moment. I would like to compliment the BI WORLDWIDE team for managing Tata Guru Loyalty program in a most professional manner and showcasing it to the esteemed panel.”
Mr. Brijesh Singh, Head – Marketing & Pricing – CVBU- added to Mr. Avinash Gupta’s comments- - “Congratulations to Team BI WORLDWIDE on this splendid achievement. Year on year we are strengthening our ‘Loyalty Program’ to take it to the next level. We are confident that our channel partners under this loyalty program will continue to enjoy more benefits and upgrade their tier performance by increasing usage of Tata Genuine Parts and providing all the necessary support to Tata vehicles.”
BI WORLDWIDE India was awarded the Gold MAA WORLDWIDE Globes 2017 for the Best Brand Loyalty Campaign, after the finalists were thoroughly scrutinised by a panel of 160 expert judges representing clients, agencies, the media, industry organisations and academia from over 23 countries.
