Electronics retailer Croma took the OOH and on-ground activation route this Onam in multiple cities in Kerala to drive footfalls, using the mythical character of King Mahabali.
The ‘Croma Electro Onam Utsavam’ campaign was conceptualised and executed by dentsu India’s OOH agency Posterscope.
The campaign welcomed consumers to Croma stores with a larger-than-life cut-out of Mahabali.
According to an agency statement, the team used AI to reinvent Mahabali, for elements from colour schemes and dimensions to capturing complicated facial expressions.
The resultant creative found its way to 60-foot structures and a promoter dressed as the Mahabali handed out coupons that could be redeemed at Croma stores. The campaign was executed in Kochi, Palakkad, Kottayam, Calicut, Perintalmanna and Thrissur, with installations at key arterial routes in and out of the city, marketplaces and airports. The intent was to target homebound Keralites flying in for the festivities. ‘Mahabali’ also engaged commuters on the Kochi metro.
Imtiyaz Vilatra, Managing Director, Posterscope India, said, “We wanted to create a larger-than-life visual delight to add to Kerala’s celebration this Onam. Our relationship with Croma has been one of trust, and it has been our pleasure to be associated with them.”
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