The Maal-a-Maal offer will be open only on the Rs 10 packs of Uncle Chipps. Each pack will contain a special coupon which will either be worth some points, or outright award a lucky gift. The point coupons can be redeemed for a range of gifts. For instance, coupons worth 100 points will win the consumer a T-shirt, while coupons adding up to 150 points can be exchanged for a Barbie doll.

The scheme will be advertised through the print media and television after July 10, once the distribution is in place. Besides aiming to increase its visibility and brand awareness, the objective, clearly, is to increase sales: the company has targeted a growth of 60 per centin the sales this year, of the Rs 10 pack, with this offer.