Campaign Objectives & Challenges
Amazon is the largest single eCommerce platform in India, overtaking Google with 43% market share of product and category searches. Thereby it has a spread of audiences from all parts of the country, including an increasing share from Tier 2 and Tier 3 cities/towns. 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. Racold is India's most trusted brand of water heaters from the house of Ariston Thermo Group. Unlike the other players in the category (who are home appliances brands) Racold's products are specific to water heaters. As such it often does not enjoy immediate recall as water heaters are a low involvement category. Hence, discovery of the brand especially on eCommerce becomes important yet challenging
Insights, Strategy & Idea
India is home to 22 major languages written in 13 different scripts with over 720 dialects. This results in Indians being phonetically influenced by their native dialects when pronouncing and spelling common English words, leading to English being mispronounced, misspelled and hence mis-typed. The target audience for Racold was non-metro markets, where the consumers had a strong native phonetic influence on their English usage. We observed that this audience used Amazon, more than google, to search for geysers (water heaters) wherein their keyword input was misspelled basis their pronunciation. We therefore deployed a phonetically influenced keyword strategy based on the search input of our audience. The strategy was expanded to include keywords and variations basis not just audience input but also regular keywords from the brand, competition and category.