ValueFirst bags GOLD at 11th India Digital Awards for the second consecutive year

ValueFirst is immensely mesmerized to announce the “Gold” at the 11th India Digital Awards for “The Best Execution of performance Campaign” for P&G. The prestigious annual event from IAMAI was organized digitally on 19th & 20th Jan this year.

The India Digital Awards nominees and winners are selected by judges from the best work entered through the call for entries. Judging is done in two stages:


The shortlist was decided on a pre-set criteria for the respective category.

  • Judges evaluate and score each entry.
  • Each campaign is screened by multiple judges.
  • A voting system selects the highest marks given in each category.
  • The ten entries with the highest scores become the category finalists.


  • Voting by Judges establishes the ranking in each category, which is the basis for the juries’ discussion.
  • Judges evaluate the merits of each shortlisted entry to determine the category winners.
  • Judges score each campaign from 1-10 – 1 being lowest and 10 being highest.
  • Scores are tabulated, and entries are awarded.

Success story that is winning awards and accolades.  

P&G iTrial Digital Sampling by ValueFirst


  • Target group asset building
  • Acquisition and Retention
  • Accountability
  • Digital Sampling
  • Consumer Segmentation


  • To Enroll top-selling retailers amongst approximately 600,000 retailers from 4 states, 9 sites & 250 branches
  • To bring measurable accountability in the sampling activities for retailer and consumer for the distributed samples
  • To upgrade the free sampling model into a revenue generation sampling model
  • To introduce a no-cost integrated communication between retailer and the consumer
  • To keep the voice as the primary mode of communication for the retailer and the consumer


iTrail Digital Sampling

The iTrial platform is designed to support sampling activity in India 2 and India 3 traditional retail stores where retailers are able to distribute samples to walk-in customers. The main channel for communication is Voice (IVR) with SMS as the secondary medium. The integrated system uses a missed call/call back technique, and is thus zero-cost to both the retailer and the consumer.

The Best P&G campaign and 8 years & running...

99Mn+ Product Sampled

33Mn+ Product Trials

Products used in itrail Solution:

  1. Surbo is an Innovative and interactive conversational AI platform by ValueFirst. With trained chatbots, Surbohelps brands automate their day-to-day conversations between the brand and the consumer. Moreover, it can be integrated with other communication channels like Email, SMS, and WhatsApp in order to add uniformity to consumer engagement.
  1. Digital Engagement as a solution from ValueFirst.
  • Identify and connect target groups at scale.
  • Ensure continuous engagement with the customer for product/service awareness & increased sales using multiple communication channels.
  • Obtain deeper insights to build sustainable customer relationships.
  • Motivate and inspire customers for repeat purchases.
  • Build a segmented database of consumers for re-targeting.
  • Increase market share & distribution reach.

Download the case study here

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