In the Indian electrical trade, every brand offers cashback and discounts. Loyalty is shallow and transactional - nobody builds career capital or pride.
We reimagined Bandhan not as a loyalty program but as a movement. We created a phased launch campaign built around a single, culturally loaded phrase: “Aur Milega”. We recast it from a question into a promise that you’ll always get more with Bandhan. The phrase taps instant familiarity, flips loss-aversion into gain, and lets trade pros signal status each time they say it. By turning everyday bargaining language into a standing claim, we shift loyalty from discounts to daily proof of respect, progress, and community.
Mindset we targeted: “Show me it’s worth my time.”
Mindset we targeted: “Prove you care about my future.”
Mindset we targeted: “Make me proud to show this off.”
The Aur Milega campaign became instantly iconic inside GM Modular. Senior leadership compared it to “Fogg’s Aur Kya Chal Raha Hai” for its cultural resonance and punchy simplicity.
Though the campaign is yet to launch publicly, it has already:
