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Indian water heater brand Racold builds ecommerce campaign around misspelled search keywords

Digital agency WATConsult has tapped into how Indians spell or often misspell the word ‘geyser’ as bathroom water heaters are locally known, to deliver results for its client Racold.

A fair amount of regional nuance creeps into how speakers of English in India pronounce certain words and this tends to influence how they spell.

In partnership with Amazon.com, WAT Consult’s ecommerce specialist wing Ecommencify took into account 526 variations on the way the word ‘geyser’ was spelled during searches on the site.

Ariston Thermo’s vice president of 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 ecommerce platforms, enabling the brand to touch newer heights and witness great success.”

WATConsult founder and CEO Rajiv Dingra said: “The Ecommencify team analysed and understood the behavioural patterns of consumers while searching for 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.”

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