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Tag: Croma

  • The campaign features good exchange offers and EMI options with tenures up to 24 months

    Croma’s new campaign encourages an eco-friendly summer

    By A Correspondent

     

    Croma has launched a summer campaign promoting a switch to inverter ACs that promise to consume up to 40 per cent less electricity.

     

    Said Ritesh Ghosal – CMO, Croma (Infiniti Retail Ltd): “Last year 33 per cent 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 per cent 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.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.”

     

    Added KS Chakravarthy, the creative mind behind the TVC: “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 survey reveals the 'Remote Relay' hour and other secrets of India's households

    Croma’s Household Habits survey throws up interesting insights

    By a correspondent

     

    India’s women own the household TV throughout the day, however when the clock strikes 9pm it’s the men who take over, according to a new research published by Croma, the electronics megastore from Infiniti Retail Limited.

     

    The findings – highlighted in Croma’s Household Habits survey – reveals 9pm as a form of ‘Remote Relay’ hour when control of the ubiquitous and all-important remote finally passes from female to male jurisdiction. According to the findings, nearly 40 per cent of men claim that their female partners dominate the remote control all afternoon (from midday to 9pm); while over half of all respondents collectively claim that it’s their respective mothers who rule the remote during the same period. Over half female respondents actually admit to ‘fighting for control’ for the precious device.

     

    “While we all know the day of multi-device and cross-screen usage is here, Croma’s Household Habits survey demonstrates the importance, protocols and household politics relating to control of the household TV set. And – according to our findings – the females of the household exercise a near monopoly on the remote; at least during daylight hours,” shared Ajit Joshi, MD & CEO, Infiniti Retail Ltd.

     

    “With the current soaring FIFA fever, men are likely to invade the TV largely. Quite aptly, the survey sees a spike in male viewership during the night slot. In all honestly, with many World Cup matches kicking off well into the early hours Indian time, this is probably a battle most women are happy to cede to their male co-habitants,” Joshi, added.

     

    Part One of Croma’s Household Habits survey coincides with the launch of Croma’s much awaited month-long festival – ‘Croma Gadget Fest’ – which runs until 13th July, 2014. This festival is a one-stop-shop for all buyers on the lookout for exciting offers on tablets and laptops. EMIs, student offers, easy exchange policies, cashback offers on SBI and new launches are all major attractions available during this back-to-school month.

     

    “According to the study, during the day when the family watches television together it is still the female gender, this time the mother, who usually retains control of the remote. It is only during the time slot of 9pm to 12am that fathers take the remote reins. This is a perfect metaphor for family life, keeping all parties happy and together; which is really what the TV remote’s ‘Changing of the Guard’ and ‘Remote Relay’ hour are all about,” he concluded.

     

  • AIMIA has started managing Taj Group's customer relationships and will soon include other consumer firms of the group to create a unified CRM programme

    Tata group firms to launch common loyalty plan

    By Sagar Malviya

     

    Tata Group’s consumer-centric firms including Taj Hotels, Croma and Westside will soon initiate cross-marketing activities such as promotions and campaigns by sharing customer database and insights.

     

    “What we plan to do is leverage different databases and provide more value to the customers,” says Akash Sahai, managing director, AIMIA India, a joint venture between Tata Capital and Canadian firm AIMIA (formerly Groupe Aeroplan) that will launch a common loyalty card for clients within and outside Tata Group.

     

    “For instance, we are using the database of Taj Hotels to give its customers additional promotions at Tata’s department store Westside,” he says. “Similarly, consumers could use Tata Capital card at Westside and Croma for added benefits and finance schemes.” Most Tata Group companies have been working together in legal, real estate sourcing and IT services among other administrative work, but the conglomerate so far did not have a common customer relationship management (CRM) programme for its half a dozen consumer-centric companies spanning retail, consumer goods, hospitality, financial services and telecom segments.

     

    AIMIA has started managing Taj Group’s customer relationships and will soon include other consumer firms of the group to create a unified CRM programme.

     

    Customer service is clearly emerging as a differentiator for consumer-centric companies as competition increases and consumers become more empowered.

     

    Several global multi-partner loyalty operators have set their sights on the Indian market, valued roughly around $1 billion.

     

    While Tatas roped in AIMIA last year, another Canadian firm, LoyaltyOne, has acquired a stake in local firm Directions. Kishore Biyani’s Future Group, the country’s largest retailer, is partnering German loyalty management firm Payback.

     

    Penetration of loyalty cards in India is just 42% of organized retail consumers with an average of 2.8 cards for each person compared to 74% penetration at an average of 3.8 cards for each consumer in the US.

     

    LoyaltyOne Chief Marketing Officer Rathin Lahiri says loyalty programmes will help marketers leverage consumer insights for developing customised programs. “That will not just impact the way that consumers respond to their brands, but also in the long term will shape their buying patterns,” he says.

     

    AIMIA will launch its multi-party loyalty card later this year. Apart from Tata Group firms, it is in talks with several non-competing brands in the aviation, petrol retailing and financial services space to launch a loyalty card to be used across companies.

     

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

  • A Comms has tied up with the e-commerce site for a unique campaign across India

    A Comm’s latest TV campaign for snapdeal.com

    By A Correspondent

     

    One of India’s largest network media houses, Aurora Comms (A Comms) has tied up with one of the most popular e-commerce sites, snapdeal.com for their campaign. A Comms, which has been connecting brands to consumers at consumer spend zones, has tied up with the e-commerce site for a unique campaign acrossIndia.

     

    A Comms brought to the Indian market the innovation of streaming communication on multiple LCD panels in electronic stores. It has successfully been running campaigns connecting premium brands with technology climbers. snapdeal.com will be the first brand in e-commerce segment to be displayed in Croma and E-Zone outlets acrossIndia.

     

    A Comms uses multiple television panels in electronic stores to create an experiential zone for the brand. While some brands may use the medium as pure-play display medium, for some it also works as sampling.

     

    In the case of snapdeal.com, which already has a recall among tech-savvy and upwardly mobile audiences, this tie-up will only take it to the premium consumers of the two electronic stores and make them aware of its creative approach for getting the “Best Deals everyday”. That snapdeal.com itself has attractive offers in the same cities where Croma and E-Zone are present, is the X-factor of this tie-up.

     

    Samir Vithlani, Director – Key Accounts, Aurora Comms, said, ‘It is our endeavour to deliver targeted consumers in a contextual manner. Croma and E-Zone attract intellectual consumers; therefore we worked on offering branding and showcasing the deal site across these stores.”

     

    Abhimanyu Rishi, Head Activations, snapdeal.com feels this will help the e-commerce site get a new audience. “The footfalls in electronic stores are always increasing. Our tie-up is a unique attempt to promote snapdeal.com to the smart, upwardly mobile urban citizen. We want to drive home our messages innovatively, not intrusively,” he said.

     

    The Campaign:

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=RFrkWV-yZ44[/youtube]

    Aurora Comms, popularly known as A Comms, is India’s largest advertising network media house offering branding solutions across various consumer spendzones. The company already has tie ups with over 4000 destinations in about 600 cities inIndia.

     

  • CNBC-TV18 Prime HD reaches out to premium consumers of the electronic store Croma through streaming of the HD channel across multiple LCD panels displayed in the store.

    CNBC TV18 Prime HD goes experiential

    By a Correspondent

     

    Targeted towards affluent male consumers across age groups, Aurora Comms is running its latest campaign on the new CNBC-TV18 Prime HD channel across electronics stores. Currently running in Mumbai, Delhi, Bangalore and Ahmedabad, the duration of this campaign is three weeks.

     

    Aurora Comms uses multiple television panels displayed in electronic stores to create an experiential zone for brands. While some of the brands use the medium as pure-play display medium, for some it also works as experiential or sampling. The business news channel is being broadcast live at various Croma Stores across multiple cities. The channel has also taken some facades for branding as a part of their out of home campaign.

     

    CNBC-TV18 Prime HD reaches out to premium consumers of the electronic store Croma through streaming of the HD channel across multiple LCD panels displayed in the store, creating an ambience of High Definition broadcast.

     

    Mr Samir Vithlani, Director – Key Accounts, Aurora Comms said, “It is our endeavour to deliver to targeted consumers in a contextual manner. Croma attracts intellectual consumers and therefore we worked on offering branding and showcasing the channel across these stores.”