The communication goal
The key objective for Racold Water Heaters was to get a disproportionate increase in sales against money spent in the highly competitive search ecosystem on Amazon.
The situation analysis
Amazon is the largest single eCommerce platform in India and has a spread of audiences from all parts of the country, including an increasing share from Tier 2 and Tier 3 cities/towns where a lot of search for products is being done. During the winter season, the central, the northern, and certain parts of the southern regions of India see a rise in the demand for water heaters....