Racold by Ariston Thermo: Mind Your Language

Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.

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...

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