Copper Advantage: Driving Awareness Digitally
Electrical ceiling and table fans have been used over decades across lakhs of Indian households. While the Indian consumer has been trying to increase the longevity of fans used by them, they have also tried to minimize their electricity usage costs. Most of them are unaware of the fact that the internal components used in fans play a significant role in increasing the device lifespan and reducing spending.
In a significant stride towards enhancing consumer awareness and product reliability in domestic fans, the International Copper Association (ICA) India successfully launched its 100% Copper Advantage digital campaign, targeting semi-urban and rural markets.
The campaign reached an impressive 30 million Indians, resulting in a landmark shift in how Original Equipment Manufacturers (OEMs) approach copper usage and branding in their products.
The Current Challenge at Hand
Many OEMs catering to India’s semi-urban and rural segments have opted for aluminium windings, mainly for Star 1 and Star 2 fans, to reduce upfront costs. This approach, however, often overlooks concerns such as lifecycle costs.
A market survey by ICA India revealed that only 37% of consumers were aware of the advantages that copper offers over aluminium in fans.
This lack of awareness, combined with a high sensitivity to initial pricing, meant that consumers were often buying aluminium fans that may not offer optimal long-term performance. The pressing need, therefore, was to bridge this knowledge gap and guide consumers towards making an informed decision while purchasing fans.
A Strategic Response
Addressing this challenge, ICA India collaborated with three prominent OEMs, having a combined market share of over 36%. Together, they developed clear, impactful messaging differentiating copper fans from aluminium fans, based on reliability, durability and overall lifecycle cost.
These messages were then amplified through a focused digital campaign rolled out across major social media platforms and OTT channels, targeting audiences in Tier 3 towns and rural areas.
Measurable Impact of Copper Advantage
Through engaging content and localized messaging, the campaign made the benefits of copper relatable and easy to understand for the common man. The campaign mostly focused on lower maintenance, longer lifespan, lower lifecycle cost and efficiency of copper wound fans.
As a result, six OEMs started branding their fans with “100% copper” stickers.
A Step Towards Smarter Choices
This campaign not only helped create awareness about the usage of copper in such essential appliances as fans but also enabled the consumer to make an informed decision. Several responsible fan OEMs have realised the importance of marking the packaging of the fans they sell as ‘copper-based’ ones.