Croma encourages eco-friendly summer
New campaign promotes energy-saving inverter ACs; plants tree for every old AC brought in
Croma’s summer campaign currently running across television and social media promotes switching to inverter ACs that consumes up to 40% less electricity.
The campaign features generous exchange offers, EMI options with tenures up to 24 months and an exclusive range of inverter ACs at price points as low as normal ACs.
“Last year 33% of ACs sold by Croma were inverter ACs. This year, in line with our goal of promoting responsible consumption, we are trying to take this number up to the 100% mark. Not only are we offering attractive exchange prices, we will also be planting a tree in the customer’s name for every old AC brought in,” said Ritesh Ghosal – CMO, Croma (Infiniti Retail. Ltd.)
“Past campaigns had shown that pure rational logic does not work to overcome people’s inertia therefore, the brief in this case was to deliver an emotive pitch,” he added.
KS Chakravarthy, the creative mind behind the TVC, said “This campaign is a natural extension of Croma's previous 'Exchange Your E-junk for a tree' initiative, continuing the theme of caring for the planet by saving energy. A very complex and layered message was reduced to a one line call-to-action: ‘Uncle will you plant a tree?’ With this one line, we have managed to grab the viewers' interest, pique their curiosity and tap into their sense of responsibility towards the planet’s future in a disarming way, without sounding boring or preachy.”
The campaign consists of a TVC, a comprehensive social out-reach, digital advertising and an energy-savings calculator that helps people understand how much energy they can save by switching from their current AC.
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