Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Croma reaches out to target group with 3D innovation

19-July-2014
Font Size   16
Croma reaches out to target group with 3D innovation

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.”

Tags Croma Tata Sons Infiniti Retail Dipankar Sanyal MOMS

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Formerly known as Cadbury, the brand has called for a pitch for media and digital duties. The account size is estimated to be Rs 400 crore

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...