Amarujala.com is a leading Hindi news website in India with a strong focus on national and international news and analysis. Amar Ujala, the parent company, is India’s 4th largest newspaper with a total readership of 47M as per the latest IRS (Indian Readership Survey). Amar Ujala has 22 editions, in 6 Indian states and 2 Union Territories covering 179 districts of Uttarakhand, Himachal Pradesh, Jammu and Kashmir, Haryana, Chandigarh, Punjab, Delhi NCR and Uttar Pradesh.

Amar Ujala aimed to cultivate a dedicated readership base by fostering habit formation and rewarding loyalty.

To achieve this, Amar Ujala implemented a gamified user experience, called The Loyalty Engine initiative, centered around an "earn and burn" points system. This incentivized readers to engage with content and participate in activities on their web and app platforms. They also focused on continuous experimentation to identify and refine triggers that would successfully create habit loops, keeping users engaged and coming back for more. Segmented campaigns and streaks further encouraged specific behaviors like app installs, registrations, and profile completions, contributing to a more personalized and engaging user journey.

The Loyalty Engine initiative has proven highly successful for Amar Ujala, creating a robust engagement mechanism that fosters habit formation among readers. This has resulted in significant growth in their loyal user base and increased the collection of valuable first-party data. The ‘burn mechanism’, where users redeem rewards for their earned loyalty points tied to subscriptions, effectively converts engaged users into paying subscribers and encourages repeat purchases, driving revenue growth. Moreover, the rich first-party data collected has enabled Amar Ujala to optimize their subscription journey, effectively addressing churn and promoting renewals through personalized targeting.