Croma & Posterscope India Celebrate Onam With ‘Mahabali’

Croma, a national large format specialist Omni-channel electronics retailer, in collaboration with Posterscope, launched a magnificent campaign to celebrate the auspicious festival of Onam in Kerela - God's own country. Titled ‘Croma Electro Onam Utsavam’, the campaign aimed to raise the brand’s awareness and position it as a one-stop shop for all things electronic. 

Conceptualized and executed by Posterscope – the OOH (Out-of-Home) specialist agency from dentsu India, the campaign welcomed consumers to Croma stores with a larger-than-life cut-out of Kerela’s most loved figure - the Mahabali.

Using AI, the team reinvented Mahabali, expressing the spirit of Onam in an exceptionally new way. It meticulously examined every element from the colour schemes and dimensions to capturing complicated facial expressions. The result was extraordinary – the character design was way beyond what could have been accomplished using traditional manual designing techniques & processes. Furthermore, the 60-foot massive structure was placed next to pillars and large format sites. Additionally, a promoter dressed as the Mahabali to hand out coupons that could be redeemed only at Croma stores, thus increasing footfall. 

The campaign was executed in cities like Kochi, Palakkad, Kottayam, Calicut, Perintalmanna, and Thrissur. Cut-outs were installed on key arterial routes in and out of the city, major marketplaces, and airports, targeted to attract the homebound who were flying in for the festivities. Additionally, 'Mahabali's Vardaan’ also delighted commuters on the Kochi metro.