MxMIndia

Tag: Ariston Thermo India

  • Campaign is titled #DontBeAHeaterHitesh

    Racold launches new campaign

    By A Correspondent

     

    Water heater specialist Racold has launched a new digital campaign, #DontBeAHeaterHitesh. The campaign is conceptualised by WatConsult.

     

    Said Vikram Raman, Vice President, Marketing and E-Commerce, Ariston Thermo India: Commented, “Racold is a brand synonymous with breakthrough innovation be it with our range of innovative products or our marketing campaigns. The main objective of this campaign is to let consumers know about the unique features of our Omnis range of water heater. I am sure that people will love this humour and ‘Heater Hitesh’ will have a long lasting impact on people’s minds.”

     

    Added Heeru Dingra, CEO, WatConsult: “The campaign creatively highlights the convenience of the product along with capturing its unique set of features. The videos seamlessly place it as the answer for the water heating problems generally faced in our homes, especially during the winter months. The humorous tone of the videos and the extravagant protagonist makes the technologically oriented product feel familiar and a more acceptable fixture for our homes.”

     

     

  • WatConsult's Ecommencify division decodes Indian language users to deliver 16X return on investment over the last quarter on Amazon

    Racold boosts geyser sales on Amazon with WatConsult

    By A Correspondent

     

    WatConsult has launched a campaign for Racold leveraging the Amazon Marketing Service. The team created a campaign using wrongly spelled keywords; like the word ‘Geyser’ which was often misspelled. This resulted in a return on the actual spend of 16X, while the team inserted these keywords into each and every product listing on Amazon.

     

    Said Prashant Dhar, VP – Marketing, Ariston Thermo India: “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.”

     

    Added Rajiv Dingra, Founder and CEO, WatConsult 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.”

     

     

  • The campaign celebrates moments of ‘decision making’

    Racold unveils its #ShowerDecision campaign

    By  A Correspondent

     

    Racold has launched a new integrated marketing campaign titled #ShowerDecision.

     

    Commenting on campaign strategy, Ramnath V, Managing Director, Ariston Thermo India said: “The new campaign emphasises on the transformative quality of hot shower from Racold in clearing their mind and enabling to take shower decisions. It resonates with the brand pay off of reborn every day with hot water that Racold offers through its wide range of state-of-the-art water heaters. As leader, we wanted to strike relevance with our TG at an emotive level, engrained in the core benefit. We wanted to get away from a feature based me-too communication and wanted to converse rather than communicate with our consumers. We want our consumers to play a role in defining our brand.”