Online Reputation
Management
Dhani-A Case Study
Online Reputation
Management
Dhani-A Case Study
The Challenge
Dhani offers personal loans, credit cards, credit lines, stock trading, an online store for household needs, etc. Their customer touchpoints are mostly online. There were 100s of fake websites, 1000s of fake customer care numbers, and social media accounts misusing the brand name and logos. There were thousands of instances of customers being defrauded. The brand was losing credibility and trust among its customers. There were fake call centres defrauding customers on a very large scale. Any online search of the brand name invariably yielded fake customer care links, websites, and social media accounts. Numerous instances of phishing and cheating of genuine customers were commonplace occurrences. Rumours were being spread, there was fear-mongering, hashtag trends were emerging, and social media campaigns were being conducted to defame the brand.
Why They Choose Us?
Dhani had tried out multiple agencies. The main concern (the elephant in the room—rampant brand abuse) was never addressed. Most of the solutions that were offered were cosmetic. They reached out to us after being highly recommended by many companies in the same space during their peer meetings. AiPlex provides ORM services to India’s top Edtech, Crypto, Room Aggregator, Used-Car Marketplace, and Fintech companies. They were also cognizant of the fact that we are India’s #1 antipiracy company and were very strong with copyright enforcement, brand rights enforcement, etc. The fact that 95% of Bollywood's theatrical releases are protected by us was a big validation of our capabilities.How AiPlex Went About It?
It is of paramount importance that brands consolidate and maintain brand integrity and credibility both in the online and offline spaces. As an integral part of our ORM solutions, we at AiPlex embarked on the digital cleanup of Dhani's digital assets.
We requested that Dhani share the whitelist of their digital assets, including their trademark and wordmark certificates. Our link extraction team collated and shared cybersquatting, typosquatting, and brand hijack instances with the Dhani team. Once the Dhani team approved it for removal, our legal and enforcement teams proceeded with the removal. Removal compliance was tracked on a month-to-month basis. A very effective communication channel was maintained between AiPlex and Dhani. They were delighted with the results; deleting 856 fake websites is not an easy task by any stretch of the imagination. We had frequent appreciation during review calls. "You are the most transparent ORM team that we worked with, Head of Marketing."
The Outcome
During the engagement over a period of 12 months, over 856 fake websites, 8754 fake Facebook accounts, 82 Twitter profiles, 3870 fake APKs, 333 fake customer care Google Docs, 248 Instagram accounts, 33 fake Apps on the Play Store, and 49 YouTube accounts were deleted. Brand Credibility: By deleting fake websites, customer care numbers, and accounts and handles with followers ranging from single digits to millions, customers are now directed to official channels to open accounts, repay EMIs, raise tickets, connect with stakeholders, etc. Disenfranchising Fraudsters: The fake accounts painstakingly built by fraudsters stand deleted. A big blow to fraudsters misleading and defrauding Dhani customers.
856
Fake Websites
8754
Fake Facebook accounts
82
Twitter profiles
3870
Fake APKs
333
Fake Customer Care Google Docs
33
Fake Apps on Play Store
49
YouTube Accounts were Deleted
248
Instagram Accounts
Customer: Dhani
Industry: Fintech
Introduction
Dhani is a one-stop app offering transactional finance, an online store for household needs, a stock trading at zero brokerage, a corporate card program, and instant doctor consultations. The customer reached out to us by word-of-mouth referral, as they had heard that we have done a great job with ORM management at a top EdTech and Crypto company. We were successful in eradicating 95% of their fake presence, including fake websites and customer care numbers; a whopping 14442 of them over the 12-month period.About Dhani
Since its inception, Dhani has grown from strength to strength. In its first year itself, it was ranked amongst the top fintech apps worldwide. This growth has been built on a foundation of customer-centricity and transparency, which are ingrained in the DNA of the organization and its stakeholders. The Dhani family of 10,000+ employees is dedicated to creating a legacy for Dhani as India’s favourite healthcare and financial services app. Dhani has served over 50 million customers as of January 2023.