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The first pair of brands we analyse in the 'automotives series' are Ola Electric and Hero Electric - two brands that are bringing exciting offerings to India’s electric two-wheeler market.
Talkwalker is a consumer intelligence platform, helping over 2,500 brands drive business impact with actionable consumer insights. The 'Battle of the Brands' series utilises Talkwalker’s AI-enabled Blue Silk technology to analyse millions of images, videos, audio, conversations, and tags from across social media, blogs, news channels, and more. Providing a bird’s eye view of mentions, engagement, and sentiment surrounding some of the biggest brands in India today.
Mentions and engagements
Of the two brands, Ola Electric comes in first in online mentions and engagements. Despite being a relatively young brand, with its first scooters unveiled and launched in 2021, the brand has already generated substantial buzz in the online space with its creative marketing and progressive vision.
Mention peaks for the Ola Electric brand were not limited to sales figures or product announcements – they also included lighter moments and inspirational announcements that resonated with its consumer audience.
Take for example an April Fool’s Day launch of the ‘world’s first and only fully autonomous electric flying car’ on CEO Bhavish Aggarwal’s Twitter feed, which won the likes and retweets of thousands of Twitter users. Separately, Ola Electric’s announcement of a women-led and run manufacturing facility Ola Future factory also gained significant traction.
Despite being a relatively young brand, Ola Electric has managed to capture the likes, tweets and shares of a good number of electric scooter fans over the past thirteen months.
Brand affinities
When it comes to brand affinity, Hero Electric scores mentions as one of the Indian original equipment manufacturers (OEMs) that will be partnering Amazon, and also Flipkart, in their plans to transition towards e-mobility, by including electric vehicles in their delivery fleets.
Alignment with the two juggernaut brands in India’s e-commerce marketplace sends powerful signals about Hero Electric’s significance to the India market as a provider of electric vehicles, as well as its contributions to the local EV ecosystem.
Talkwalker Quick Search unveils brands that have shown affinity with Ola Electric and/or Hero Electric in online conversations over the past 13 months.
Demographics and influencers
On average, more than 45% of the chatter being generated online on Ola Electric and Hero Electric brands is coming from social media platforms such as Twitter, underscoring the need for these EV brands to ensure that their outreach is tailored to a fast-growing segment of auto consumers that are young and digitally-savvy.
Gen Z and Millennial voices are the most engaged in electric scooter conversations on the topic of Ola Electric and Hero Electric.
Top content on the brands were accessed via YouTube channels dedicated to technology reviews, automotives news, and even EV-specific reviews. This is indicative that user-generated, short-form video reviews are fast becoming a mainstay of the pre-purchase, consumer research cycle. Auto brands will need to master an omnichannel approach towards engaging their prospective customers, in order to remain top-of-mind and relevant.
Which other auto brands are thriving? And how are the top performing brands setting themselves apart in the millions of online conversations that are happening in each second? Stay tuned to the Automotive edition of our Battle of the Brands series, and read our industry overview (part one), for more.
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