National Stories

Croma turns Independence Day into sales extravaganza

15, September, 2014

Aarti Chhabra, New Delhi

Festivals are important for Indian shoppers as they go liberal on their shopping spree during festival seasons. As such India is a land of festivals, but national festivals have their unique charm. Retailers too understand the fact and leave no stone unturned to woo the customers. Turn the pages of any newspaper and it is difficult to miss the announcements of sales around Independence Day. The day of patriotic fervour has been turned into a sales extravaganza by brands and retail outlets alike, and consumers are spoilt for choice.

Croma, the multi-brand consumer durables and electronics chain from the house of Tatas offered great opportunity for tech & gadget shoppers to get up-to-date with the cutting-edge technology and enhance their homes with the latest electronics trendiest appliances available at attractive prices this Independence Day.

For this MOMS was entrusted with the task of identifying the various TG touch points & provide a complete OOH solution where they could garner maximum eyeballs. Owing to the brand personality, the MOMS team suggested only premium & clutter free large format mediums.

Integrating a mix of various OOH platforms, the campaign was executed to inform the target consumers about the sale. The campaign was executed in Mumbai, Delhi, Bangalore, Pune & Hyderabad.

Ajit Joshi, CEO & MD at Infiniti Retail Limited, Croma A Tata Enterprise, said, “The Croma Independence Sale is one of the only 2 times in a year when Croma hosts a Sale. As always, Croma offers the best and the latest electronics and during special periods like Sale, offers, cash-backs, freebies are up for grabs. This is looked forward to by all our discerning customers and we make our best efforts to communicate this well though various media channels.”

Dipankar Sanyal, Chief Operating Officer, MOMS, said, “The client wanted to drive more footfalls to the Croma store during their biannual sale. The challenge which Croma faced was from various websites which discourages store visits. We took it up as a challenge and planned in order not only to build visibility in and around Croma stores but also deliver cut across mass audience. The campaign creative leveraged extensively onto the core idea of independence and heavy discount which helped the campaign gain high recall.”

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