Is Croma's 'Upgrade Life' campaign responsible consumerism done right?

Industry experts who spoke to exchange4media feel that the spot scores on the craft level and gets the point across in a humorous way

e4m by Misbaah Mansuri
Updated: Jul 18, 2018 8:52 AM

The importance of responsible consumerism now is higher than it ever was. After all, in the unforgiving marketplace that we're currently in, brands better build products and initiatives around real, differentiated and defensible insights. Tapping on this insight, Croma recently conceptualised The ‘Upgrade Life’ campaign which aims to promote responsible consumerism.

The campaign

With this campaign, customers can upgrade to a brand new laptop with some exciting offers and in turn donate their old one to someone more in need of it. The old laptop and smartphones donated, would be handed over to Pratham Education Foundation, an NGO which would distribute these to schools, changing the lives of students in need.

The creative

The ad campaign has been conceptualised and created by Tidal 7. The TVC shows a teenager trying to watch a football match on his smartphone using a magnifying glass! He gives up infuriated as he is unable to view and hence enjoy the match. It is at this moment when Croma’s unique exchange offer is revealed.

Ad review

Athul Chathukutty, Creative Director – Copy, Happy mcgarrybowen contends that the ad gets the point across in a charming, witty manner and is well-acted. "One gripe is that the bigger picture about donation to schools is almost completely missed the first time around. Wish that got more emphasis, so as to drive home the brand message sharper," he observes.

Arvind Menon, Creative Head - West, FoxyMoron believes that the idea scores fantastically on the craft. "The initial few seconds of the film do a great job of grabbing the viewers attention through the bizarre visuals. It's great to see the industry adopt the online form of storytelling where it is key to grab attention early, as opposed to TV's traditional 'boom moment at the end' formula," he reasons.

Dipti Bhonsale, Co-founder, Digital Latte says that the ad campaign begins with a nice and humorous angle and importantly manages to convey the message just right. "The ad campaign conveys the message of Upgrading Lives in a clear and concise manner, wherein a consumer gets to upgrade to a new laptop and simultaneously a child's life is also upgraded with the exchanged smartphones/laptops which would be donated to Pratham Education Foundation."

According to Deepak Singh, Chief Creative Officer, The Social Street, although the piece gets the point across, the ad has been presented as a very regular concept. "There's nothing really which will stick to people's mind. With the story covering 15 seconds and the remaining 15 seconds given to the product window, there was less room to build a story. Maybe doing only the offer part, without building the story also would have solved the purpose," opines Singh.

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