Sabki Jeet Guaranteed: Turning a Routine Fuel Stop Into a Festive Reward, at 4x the Visit Frequency
In a fuel market where customers treat filling up as routine, ibs Fulcro built Sabki Jeet Guaranteed for Nayara Energy: an assured-reward campaign, backed by a Dunki film partnership and hyperlocal pump-level targeting, that turned festive-season fueling into a moment customers actively looked forward to.
At a glance
Client: Nayara Energy (Oil & Gas / Fuel Retail)
Problem: Fuel purchases are a routine, low-engagement transaction, with no natural reason for customers to feel excited about choosing one brand's pump over another.
Solution: Sabki Jeet Guaranteed: a real, assured-reward campaign backed by a Dunki film partnership and hyperlocal targeting across 6,300+ petrol pumps.
Result: New customers fuelled up: 2.5 Crore+
ibs Fulcro's role: Performance Marketing
The Marketing Challenge
In a highly competitive fuel market, where customers often view fuelling as a routine activity, Nayara Energy, India's fastest-growing private fuel network, needed to differentiate itself and stand out from the crowd. The challenge was to not only drive footfall to its petrol pumps but also create a stronger emotional connection with customers during the festive season, a period when attention and spending both skew toward celebration, not errands.
The Objective
Nayara Energy aimed to increase brand awareness, boost sales, and establish a deeper connection with its customers. By launching the Sabki Jeet Guaranteed campaign, the goal was to drive traffic to Nayara petrol pumps and build loyalty through assured rewards, while creating a memorable experience that extended beyond the simple act of fuelling.
Strategy & Execution
Sabki Jeet Guaranteed was designed to reward customers with assured fuel vouchers for every fuel purchase of ₹200 and above, offering prizes ranging from vouchers worth up to ₹1,000 to high-value items like smartphones, two-wheelers, and even cars. The guarantee sat at the center of the idea: every qualifying customer won something immediately, with the higher-value prizes layered on top as a further chance to win.
ibs Fulcro built a multi-channel approach to reach customers at every relevant touchpoint, rather than relying on a single campaign burst.
The Multi-Channel Execution
| Channel | What It Did |
|---|---|
| Performance marketing | Performance-driven campaigns run across all major digital platforms to maximize reach and conversion, not just impressions |
| Follower acquisition campaigns | Meta platform campaigns specifically built to grow Nayara's follower base and long-term owned audience, not just drive one-time clicks |
| Strategic film partnership | A partnership with Dunki, the blockbuster film starring Shah Rukh Khan, giving the campaign real cultural reach through in-cinema placement during the film's theatrical run |
| WhatsApp integration | WhatsApp used as a direct communication channel, letting customers engage with the offer and skip the in-person registration queue at the pump |
| Influencer collaboration | A collaboration with Mad Over Marketing to extend the campaign's promotion further and ensure the offer reached a wider audience through creator content |
| Petrol pump partner engagement | Direct participation from petrol pump partners themselves, creating local buzz and ground-level visibility at the point of purchase |
Source: Nayara Energy / ibs Fulcro official campaign summary, and campaign results video verification.
How the Execution Reinforced Itself Across Channels
Hyperlocal targeting matched the pump network directly
Geo-targeted paid distribution was mapped to more than 6,300 individual Nayara petrol pump locations, so digital reach lined up with where customers could actually redeem the offer.
Regional language versions widened genuine relevance
Campaign creative ran in regional languages, including Gujarati, rather than a single national version, so the offer read naturally to different regional audiences.
WhatsApp converted interest into action without added friction
Click-to-chat ad units led directly into a 'Nayara Pumps' WhatsApp conversation, turning ad engagement into a queue-free path toward the voucher.
Ground-level pump partner buzz reinforced the digital push
Petrol pump partners themselves participated in promoting the offer locally, meaning customers encountered the campaign both online and physically at the point of purchase.
Real customer testimonials backed up the guarantee's credibility
On-camera testimonials from customers showing actual voucher amounts received reinforced that the guarantee was genuinely paying out, not just a promotional claim.
The Results
The results of the Sabki Jeet Guaranteed campaign exceeded expectations. The campaign drove more than 2.5 crore new customers to fuel up at Nayara pumps, generated more than ₹3,000 crore in incremental sales, and lifted average visits per customer by 4 times, meaning the campaign didn't just acquire new customers once, it changed how often existing and new customers came back.
Why this number matters most. New customer acquisition numbers are common in campaign reporting. A genuine lift in repeat-visit frequency is harder to manufacture and a stronger signal that the campaign changed real behavior, not just captured a one-time redemption. Turning routine fuel stops into moments customers actively returned for is the clearest evidence the emotional-connection objective was actually met, not just the footfall objective.
Why This Matters Beyond One Campaign
The core idea, replacing a chance-based promotional mechanic with a guaranteed one, is a transferable positioning move for any high-frequency, low-margin retail category where customers are promotion-fatigued. Pairing that guarantee with a real cultural moment (the Dunki partnership), hyperlocal execution down to individual outlets, and ground-level partner participation is what turned a single strong creative idea into a measurable, repeatable behavior change across a network of more than 6,300 physical locations.
Frequently asked questions
Sabki Jeet Guaranteed was Nayara Energy's festive-season fuel campaign, built by ibs Fulcro, that rewarded every customer fuelling ₹200 or more with an assured fuel voucher of up to ₹1,000, alongside a further chance to win prizes including smartphones, two-wheelers, and cars.
Fuelling is typically seen as a routine activity, and the fuel retail category is highly competitive. Nayara Energy needed a campaign that could differentiate the brand, drive real footfall, and build genuine emotional connection with customers during the festive season, not just another price-based promotion.
Through a multi-channel approach: performance marketing across major digital platforms, Meta-based follower acquisition campaigns, a strategic partnership with the film Dunki, WhatsApp as a direct engagement channel, an influencer collaboration with Mad Over Marketing, and direct participation from petrol pump partners on the ground.
The campaign drove more than 2.5 crore new customers to fuel up, generated more than ₹3,000 crore in incremental sales, and increased average visits per customer by 4 times.
The partnership with Dunki, starring Shah Rukh Khan, gave the campaign real cultural reach at a moment of high public attention, extending the campaign into in-cinema placements alongside its digital and on-ground activity.
Campaign distribution was geo-targeted to match the footprint of more than 6,300 individual Nayara petrol pump locations across India, so digital reach aligned directly with where customers could redeem the offer.