Croma urges customers to upgrade to a new laptop

11 Jul,2018

By A Correspondent


Croma has unveiled its ‘Upgrade Life’ campaign that is conceptualised on its vision of promoting responsible consumerism.


Said Ritesh Ghosal, CMO, Croma: “We realised that in today’s day and age, an evolved user loses patience with her/ his old gadget rather quickly when the device fails to keep pace with their needs. With the shortened product life cycle of gadgets, the final residual value of the product realised is also quite low. To counter this, we at Croma devised a unique exchange program wherein the customer has a chance to ‘Upgrade’ someone else’s life by donating their old functional laptop,which will then be handed over to someone who is more in needs of it. With this, we intend to ensure that everyone has an opportunity to begin their very own Digital Journey.”


To promote the exchange programme, Croma has released an ad campaign that has been conceptualised and created by Tidal 7. Talking about the TVC, KC Chax, Creative Director, Tidal 7 said: “We had a simple brief of devising a campaign around ‘Upgrading Lives’. The insight to the campaign was the basic understanding of how people run out of patience when their gadgets fail to keep pace with them. When we learnt of the innovative exchange offer, we realized we had to match it with an ad film which conveyed the message without being too preachy about it. Thus out of this simple insight was born an interesting and engaging TVC.”



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