MAM
Report on Shemaroo

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=bux8FOZu

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/2021/04/14/img_14042021_170441_800_x_800_pixel.jpg?itok=xaXLunry
Meraqi bags digital media mandate of Anmol Biscuits

Mumbai: Kolkata-based marketing agency Meraqi Digital has won the digital media mandate of consumer goods company Anmol Biscuits. Part of Anmol Industries, this packaged food company majorly focuses on biscuits, cakes and cookies and holds a strong presence in northern and eastern India.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/14/img_14042021_164844_800_x_800_pixel.jpg?itok=iVk8OG4q
Bombay Shaving Co onboards Gaurav Anand as SVP- sales & marketing

MUMBAI: D2c personal care brand Bombay Shaving Company (BSC) has appointed Gaurav Anand as senior vice president, sales and marketing.  Anand will be responsible for driving business critical mandates across modern trade distribution, salon partnerships and new brand scale-up. He will also be...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/14/photogrid_plus_1618398022382.jpg?itok=6Cs_PtE-
No-nonsense Signify walks the talk in new IPL campaign

NEW DELHI: Signify has rolled out a new TV campaign for this year's Indian Premier League (IPL), aimed at promoting its recently launched EcoLink range of fans and lights.    Instead of emphasising performance over-exaggerated product claims and marketing noise, Signify is trying to win over the...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/14/img_14042021_162710_800_x_800_pixel.jpg?itok=3tBwkWXH
Publicis Groupe rejigs media ops, Tanmay Mohanty is CEO media services

NEW DELHI: Publicis Groupe has appointed Tanmay Mohanty to the newly created role of CEO media service. A force for digital and data transformation throughout his career, Mohanty’s most recent four years as CEO of Zenith have been spent in expanding the Mumbai and Bengaluru footprint of the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/14/img_14042021_142049_800_x_800_pixel.jpg?itok=5f4Z-2tM
Amul pays heartfelt tribute to Anil ‘Billy’ Kapoor

MUMBAI: After a prolonged battle with cancer, DraftFCB+ Ulka’s late chairman emeritus Anil Kapoor breathed his last earlier this week. His passing marks the end of an era in the advertising industry. Now, dairy co-op brand Amul has released a poignant topical paying tribute to Kapoor, who was...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/14/sun_pharma.jpg?itok=va6d37-1
Sun Pharma's Revital H salutes the 'Farzdaar Rozedaar' this Ramadan

MUMBAI: Sun Pharma Consumer Healthcare, a division of Sun Pharmaceutical Industries, has launched a new campaign for Ramadan, that salutes the Farzdaar Rozedaar. In this new campaign conceptualised by Lowe Lintas Mumbai, Revital H shares an ode to those who find the physical strength to fulfil...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/14/lmce.jpg?itok=i4D8v81N
Impact's Sanjay Kaul starts second innings with new venture LMCE

MUMBAI: Days after stepping down as Impact Group CEO, Sanjay Kaul has launched a new start-up, Last Mile Channel Enhancement (LMCE) – a tech-enabled b2b aggregator for brands keen to foray into the rural market. As the name suggests, LMCE aims to solve the last mile challenges for brands.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/14/cannes_lions.jpg?itok=hkvrIcvJ
Cannes Lions 2021: Seven Indians part of the jury panel

NEW DELHI: The jury line-up for Cannes Lions (International Festival of Creativity) that will take place from 21-25 June has been revealed. Organisers of the annual gala celebrating the advertising, marketing, and communications network, have scrapped the on-ground event due to Covid fears, and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/14/pankaj_tripathi.jpg?itok=yKxUlmC_
Gangster Pankaj Tripathi shows his love for Nilon's products

MUMBAI: Condiments brand Nilon’s has rolled out a new campaign - Isme Pyaar Mila Hai, highlighting the brand products across television and digital platforms with Pankaj Tripathi as its face. The campaign consists a series of quirky and comical ad films that highlight the superior quality...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories

* indicates required