Croma launches its new campaign, Things Happen @ Croma

In its latest television and online campaign, Croma, India’s first omni-channel electronics retailer today launched a series of short commercials that highlight how consumer preferences are evolving rapidly across India due to customers making more informed choices as well experiencing significant lifestyles shifts in the last 24 months.

Highlighting these emerging trends, Croma’s festive advertising campaign, ‘Things Happen @ Croma’, attempts to capture these stories using quirky characters and humorous in-store situations. These short commercials not only highlight Croma’s key brand propositions - helping customers choose the right product for their needs; its extensive range of products and accessories in-store and online; as well as its lifetime service assurance, but also showcases new and emerging consumers like Gamer Girls and Influencer Moms

Mr. Shibashish Roy, Chief Business Officer – eCommerce & Marketing, Croma said, “For the past 15 years, Croma has helped customers make the best choices to meet their needs. The last 18 months have brought many lifestyle changes, which has triggered the need for the customers to look for greater convenience and productivity by upgrading devices or acquiring new ones. Our new campaign highlights Croma’s understanding of the customer, as we have a ringside view of these lifestyle changes and continue to help customers make the right choices, be it in gadgets, appliances or accessories.”

He added: “We want to tell customers that whatever be their reason to make a change, Croma is the place to make it happen.”

Conceptualized and executed by Native Films, ‘Things Happen @ Croma’ campaign kicks-off with a TVC that focuses on the smartphone category, which continues to be among the top two selling categories during the festive season, alongside TVs. It weaves the story of a ‘no-nonsense’ daughter who is out to get the perfect smartphone for her influencer mother, so that she can create content worth ‘shares, likes and comments’ on her profile. It uses this youngster’s dilemma to showcases Croma staff’s expertise in making the right recommendation from among the wide range of smartphones available at Croma stores. In a series of commercials, the campaign further focuses on gaming laptops, smart televisions and other smart appliances.

Prithvi Raj Luthra, Founder, Native Films said, “Croma gave us a simple brief to devise a campaign around evolving consumer sentiments. We took instances of key lifestyle changes and decided to use interesting characters that reflect some facets of the emerging Indian consumer, leaving a very authentic and relatable impression in the minds of the consumers about the brand.”

He added: “Croma said they wanted to bring out the celebratory occasion and feeling of happiness among customers during festive season shopping and we had to match it with an ad film which conveyed that ambience and mood. Thus out of this simple insight was born an interesting and engaging TVC.”

Agency credits:

Production House: Native Films

Director: Aakash Motiani

Producers: Prithvi Raj Luthra, Radhika Puri