MxMIndia

Tag: Infiniti Retail Ltd

  • The detailed brief can be downloaded from www.timespowerofprint.com

    Times Power of Print launches 4th edition

    By Our Staff

     

    Times Power of Print (POP) has entered its fourth year year. The Times of India group has invited creative minds to build impactful print campaigns :that can make a big difference”.

     

    Infiniti Retail Ltd (Croma) has continued its association for the second consecutive year. The detailed brief can be downloaded from www.timespowerofprint.com

     

    Said Partha Sinha, President, Times Response: “There is no better medium than print to influence change, opinions and behaviour. It is also a medium that enables the highest level of innovation and messaging that can be put forth in a very compelling manner. Times Power of Print has been at the forefront of influencing change through creativity and has supported very relevant subjects in the last three years. We are very happy to continue our association with Croma on an extremely important subject given the times we live in. The aim of this initiative is to ignite and direct creative passion and the potential of print to have a large impact on society”.

     

    Added Ritesh Ghosal, CMO, Infiniti Retail Ltd. (Croma): “To move beyond the pandemic, we need to step out in the world and resume our productive lives and the mask is an essential safe-guard against a resurgence of infections. Till date, India as a society has achieved limited success in persuading people to wear masks in public. A false sense of invincibility combined with the mistaken belief that the mask is intended to protect the wearer from the world has led to compliance only by some people and some of the time. Croma which started serving customers in its physical stores since early June has witnessed this reluctance to comply among customers first hand. I believe the answer lies in educating the individual – creating awareness that the mask actually helps protect his loved ones from him rather than him from the rest of the world.”

     

    The contest will be open to all communication agencies – Creative, Media, Digital, PR and students above the age of 16. Students will stand a chance to win an Internship and vouchers from 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.”

     

     

  • Fridge door adornment serves a vital purpose within modern families

    Croma Home Stories survey unveiled

    By A Correspondent

     

    The Croma Home Stories survey has revealed that nearly 50 per cent of Indians adorn their fridge doors with magnets, with 15 per cent of them adding holiday snaps and souvenirs, the same percentage of 15 per cent appending ‘To Do’ lists, and 13 per cent sticking their weekly shopping lists to this particular piece of kitchen furniture.

     

    According to Ajit Joshi, MD & CEO, Infiniti Retail Ltd, “Fridge door adornment serves a vital purpose within modern families; not merely to prevent them from forgetting what to buy or when to collect the dry cleaning, but of holidays, trips, vacations and other family moments for which the fridge door can provide a constant – and very visible – reminder.”

     

    Croma Home Stories, in its second leg, further reveals the practice of ‘Fridge Door Adornment’ and the increasingly personal insights they provide about the households, their memories, habits, lifestyles, concerns and their future dreams too.

     

    Other insights from the survey include the fact that women are the principal protagonists when it comes to Fridge Door Adornment with 62 per cent admitting to decorating their fridge doors with magnets compared to just 36 per cent of their male counterparts, while men lead the way with more practical types of adornment including shopping lists, ‘To Do’ lists, bills and bank statements.

     

    The survey noted that while Fridge Adornment is actively being practiced across generations in India, the younger age group pays decidedly less attention to what’s actually inside; 37 per cent of under 25 year-olds have no idea compared to just 19 per cent of those aged over 35 years. Clearly, the survey findings indicate that for Indian millennials, it really is about what’s on the outside.

     

    Conducted in June 2014, Croma Home Stories research is a light-hearted look at Indian households, the gadgets and devices they use and what they reveal about them. Commissioned and executed by Croma, the research is based on online study and the responses of 1,029 Indians, including Croma customers and followers of the brand on social media channels.

     

  • 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.