Summary
How Bosch is elevating the cordless power tools category in India by flipping the "Paisa Jyaada" problem on its head.
Challenge
Objective: To elevate the cordless category in India and create an attitudinal shift in how professionals think of cordless tools. Business Challenge: Research revealed that despite understanding the obvious benefits of cordless tools over corded tools, professionals still felt that cordless tools were "Paisa Jyaada".
Objective
Bosch is the market leader for Power Tools in India. The company wants to transition the largely corded power tools market in India to a primarily cordless power tools market by 2025. A 2021 campaign "Cordless Means Bosch" successfully established a healthy brand association for Bosch in the cordless power tools segment. But even with strong brand recall, majority of professionals were still buying corded tools.
Strategy
Indians love getting their money's worth; often described by the phrase "Paisa Vasool". Example: "The movie ticket price was low, but the entertainment value was 'paisa vasool'." In 2023, we launched the integrated media campaign "Cordless Means Paisa Vasool" as an extension to the 2021 campaign.
Data
The results shared are for campaign plan of 5 months. But category elevation is a long term exercise, and the brand is planning to extend the campaign into 2024 and include additional trades/professionals besides Auto mechanics, electricians and carpenters.
Solution
Results
Campaign period vs pre-campaign period: 1) Avg. monthly volume gain of 20% and avg. monthly value gain of 18% for cordless products featured in the campaign. 2) On Bosch PT India website: 20% increase in visits, 42% increase in page views, and 58% increase in dealer searches. 3) 500% increase in traffic to Bosch PT India Amazon Brand Store.
