MAM

Racold leverages misspelled words to boost geyser sales on Amazon

WATConsult's Ecommencify division decodes Indian language users

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/03/12/rajiv.jpg?itok=H41yu3HS

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched a unique campaign for Racold water heaters from the house of Ariston Thermo leveraging Amazon Marketing Service.

Amazon houses all types of audiences including a huge pie of non-English speaking customers coming predominantly from Tier 2 & 3 towns of India. While water heater sales on Amazon were very high during the winter season and every brand was doing standard business, there was a huge miss on the fact that there are a set of customers struggling to find the right product.

It was observed that customers, especially from tier 2 & 3 towns, speak in a certain local dialect and thus their literal pronunciations of English words sound different. As a result, customers also type as they speak which often leads to spelling mistakes.

Tapping into the same, the Ecommencify (Agency’s E-Commerce vertical) team created a unique campaign using wrongly spelled keywords; like the word ‘Geyser’ which was often misspelled into multiple variations like ‘Gijar’, ‘Geezar’, 'Geezara" etc. More than 526 misspelled keywords were used to fulfil this additional demand of greater than 3.5 million searches over a quarter. This resulted in a return on the actual spend of 16X and it did not stop just there; the team inserted these keywords into each and every product listing on Amazon (through catalog keywords insertion activity) ensuring long term benefits for Racold.

Ariston Thermo India Pvt Ltd VP – marketing Prashant Dhar said, "Racold is a brand synonymous with breakthrough innovation and we never stop listening to our customers whether it is in terms of product innovation or their needs/demands. WATConsult provided a highly insightful and in-depth understanding of consumer behaviour on E-Commerce platforms enabling the brand to touch newer heights and witness great success."

WATConsult founder and CEO Rajiv Dingra said, "Ecommencify team analysed and understood the behavioural patterns of consumers while searching a product online. Considering the fact that our country has diverse languages and every language has a different dialect, we figured that people, many times, type as they speak which results in miss-spelling. We used this simple insight and leveraged 'Amazon Search Ads' to drive whopping sales for our brand."

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/24/hw.jpg?itok=6kqSrNgQ
Hindware reinforces brand strength with 'Thoughtful vs Beautiful' debate

Bathware brand Hindware has kickstarted 2021 with its new brand campaign ‘Thoughtful is Beautiful.’ The new campaign is first-of-its-kind in the category, and aims to showcase how innovative performance-led product solutions that offer convenience to consumers is where true beauty lies.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_164129_800_x_800_pixel.jpg?itok=mv3j53OE
Shopping & food sees max credit card spends in 2020: Cred report

The pandemic and its aftershocks have transformed every aspect of life, including attitudes, actions, and behaviours when it comes to money. By analysing credit card spending behaviour in 2020 of India’s most creditworthy people.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_181527_800_x_800_pixel.jpg?itok=A0GwKBHK
Mighty don Beardo arrives to inspire men to hone their sexiness

NEW DELHI: Men’s grooming brand Beardo launched its new digital campaign Arrival of Don Beardo featuring Bollywood actor Hrithik Roshan. The 45-seconder film intimately highlights the characteristics of a true Beardo - impeccable style, confident personality, and killer looks. Each aspirational...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_174014_800_x_800_pixel.jpg?itok=EnLhLqFl
RIL Retail posts net profit of Rs 1830 crore in Q3 2020

New Delhi: Reliance Industry Limited’s (RIL) subsidiary Reliance Retail has posted net profit of Rs 1,830 crore. It grew by 88.1 per cent quarter-on-quarter. However, the revenue for the quarter ending on 31 December 2020 stood at Rs 37,845 crore. It fell by 7.9 per cent Q-o-Q. The revenue for Q2...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_161425_800_x_800_pixel.jpg?itok=cS1TD9Mw
Jio posts net profit of Rs 3,489 crore in Q3 2020

KOLKATA: Reliance Industry Limited’s (RIL) subsidiary Jio Platforms has posted net profit of Rs 3,489 crore. Its net profit grew 15.5 per cent quarter-on-quarter as its profit was Rs 3,020 crore in the last quarter. The average revenue per user (ARPU) also grew during the quarter reaching to Rs 151...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/img_23012021_123929_800_x_800_pixel.jpg?itok=T_SPzHNY
Glance's we new spot unlocks power of lock screen based content

Bangalore: Glance, a leading screen zero platform which provides digital content on the lock screens of smartphones, has launched its multi-media advertising campaign “Ye Glance Hai”. Crafted by DDB Mudra to communicate the exciting possibilities of content delivered on locked screen, the campaign...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/nba.jpg?itok=SNMYtfEl
Decathlon inks merchandising partnership with NBA

Decathlon and the National Basketball Association (NBA) have sealed a new multiyear merchandising partnership that makes the sporting goods retailer an official licensee of the NBA across India, Africa, Asia, Europe, the Middle East and Latin America.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/23/kid.jpg?itok=7WZ65tM1
Edtech ad volumes on print grew massively in 2020: TAM

Covid2019 impacted nearly every advertising medium apart from digital. Be it television, print, outdoor or experiential, ad volumes across all these mediums took a hit as the brands were uncertain about future projections at that point.

MAM Print
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/22/society.jpg?itok=JaGSOagv
SOCIETY TEA’S #SOUNDSOFSOCIETY SEASON 2 PRESENTS THE STORY OF LOVE, TRANSCENDING BORDERS, RACE AND COLOUR WITH EPISODE 6 – ‘FLOW’

Mumbai: Society Tea, in association with Urban Beat Project, curated by Laiq Qureshi, is all set to release Episode 6 of the live musical web series - #SoundsofSociety, Season 2 https://soundsofsociety.in/. The episode features tremendously talented artists, Dub FX and Sahida Apsara, orchestrating...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required