The brief to us was to run a channel promotion program which encouraged the retailers to properly display Weathershield Max's merchandise material at their shops. To achieve our objective, we carried out an activity that was run in a total of 1160 outlets across 21 cities in the country. Trained promoters visited the ICI retailers and educated them about the program, which was a reward-based program that rewarded the retailers basis the display of the merchandise done by them at the shops. During the 10-day activity we were successful in initiating positive participation among the retailers.