Croma has launched its end-of-the-year campaign, the ‘Mega Exchange Festival’ in the Tamil Nadu market with a series of digital films. The films encourage consumers to part ways with outdated electronics and embrace the latest gadgets. The campaign has a 360-degree marketing approach in Tamil Nadu with various touchpoints to maximise reach.
The campaign has been conceptualised by the in-house Croma Team, directed by S.V. Ashwathram and executed by Useful Garbage Creations.
The first film opens with the entrance of a bodybuilder with his assistant in a house, taking an old phone from a young man. It further sees the grandmother on a mission to remove outdated electronic products from the house. With help from the bodybuilder, the grandmother removes all old and broken products from the house, replacing them with new ones from a Croma store.
The other two films show the grandmother snatching old products – a phone from her grandson and a mixer-grinder from her daughter-in-law – to exchange them for new products.
Shibashish Roy, Chief Operating Officer, Croma, said, “We launched our first store in Tamil Nadu in 2009, and since then, we have scaled up to 25 plus stores to cater to the growing demand. We’re aligned with the discerning preferences of Tamil Nadu residents, and our ‘End-of-the-Year’ campaign embodies our dedication to exceptional service, offering a diverse range of gadgets. We’re excited to evolve alongside evolving needs and contribute to the state’s vibrant electronic retail landscape.”
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