Digital sampling on conversations

ValueFirst bags Gold at the 11th India Digital Awards for “The Best Execution of performance Campaign” for P&G

P&G is one of the largest and amongst the fastest growing consumer goods companies in India. Established in 1964, P&G India now serves over 650 million consumers across India. Its presence pans across the Beauty & Grooming segment, the Household Care segment as well as the Health & Well Being segment, with trusted brands that are household names across India.


  • 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, Surbo helps 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.