Croma’s new campaign assures customers of a brighter tomorrow

15 Oct,2018

By A Correspondent


Croma has launched a new campaign for the festive season that promises customers more than just a good deal with ‘Assured Lifetime Service’.


Said Ritesh Ghosal, CMO of the chain of stores: “The series of TVCs serve to drive the message ‘Buy from Croma and we take care of all your service needs for life!’ Years ago, we realized that customers face issues in accessing service for their products after purchase – from misplaced invoices and guarantee cards, contact details for a brand, to locating a service centre – there are many gaps. Croma as a practice, facilitates resolution in all such cases. For this year’s festive campaign, we decided to highlight this unique service of ours. The prevalent environment in which retailers try to out-shout each other in media and out-bid each other on the shop-floor makes this message relevant and refreshing.”


Talking about the TVCs, KS Chax, Chief Creative Officer, Tidal 7 said: “The one line brief was to come up with an innovative campaign that shows the comfort and reassurance that Croma provides its customers with their Assured Lifetime Service promise. The starting point of the campaign was the uncertainty and frustration people normally face in getting their products repaired. Our insight was the enormous reassurance a human face provides in this context.  The fun was in doing it with our collective tongues firmly in our cheeks, so we wouldn’t end up being pompous, predictable or boring. We haven’t just put a face to the promise, we have given it a cool, fun personality, as well”



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