Large format consumer electronics stores in India are rapidly coming of age in terms of pushing the envelope on innovation. While all leading modern multi-brand retailers are actively pursuing opportunities in private labels and value-added services, some are entering the technology development space itself.
Croma from Infiniti Retail, a 100 per cent subsidiary of Tata Sons, has been able to establish itself as an innovator and leader in the large format electronics retailer space in India.
Leveraging OOH, the retail giant recently came up with innovations in Mumbai, Delhi and Bangalore. The innovations were conceptualised and executed by MOMS. The objective of the campaign was to highlight the wide range of products and brands available at Croma.
The challenge for the agency was to create a high impact in the cluttered OOH environment. Thus, the agency conceptualised the idea and used 3D larger than life size displays of the wide range of products and brands available at the store. The 3D effect given to LED TV triggered the 3D experience. The 3D medium has been chosen to give a larger-than-life look to the outdoor campaign.
A spokesperson from Infiniti Retail said, “Croma has always been about bringing the best and the latest in technology. Brand Croma reverberates the same vibe and innovation is in the brand’s DNA. Our consumers have seen many trend-setting marketing initiatives like the Croma Catalogue, the Moments of Joy gifting van, etc.”
“The objective for the 3D display done at Mumbai, Delhi and Bangalore was to make regular gadgets look larger than life and establish Croma as a destination for shopping of electronics,” the spokesperson added.
Dipankar Sanyal, Chief Operating Officer, MOMS elaborated, “The brief from the client was simple – the campaign needs to stand out. We literally took the brief and made larger than life size displays in Mumbai and Bangalore. We had to find ideal locations which would lend itself to such giant installations. The campaign kickstarted along with FIFA World Cup tournament. The 3D effect given to LED TV beautifully triggered the 3D experience.”