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Tag: Ritesh Ghosal

  • 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 account will be managed by agency's Mumbai's office

    WatConsult bags digital mandate for Croma

    By A Correspondent

     

    WatConsult has won the digital media duties for Tata Group’s Infinity Retail owned – Croma. As the agency on record, WATConsult will be managing the brand’s digital presence across verticals.

     

    Speaking on the win, Rajiv Dingra, Founder & CEO, WatConsult said “We are very excited to have Croma, one of the leading retail chains in India, in our client roster. Interestingly, the brand has been extremely active on digital media and has registered a huge following across India. With their emphasis on strengthening their advertising and marketing strategies furthermore, it is a great opportunity for us to help them carve their digital journey in a much more innovative and integrated way.”

     

    Ritesh Ghosal

    On appointing WatConsult for the social mandate, Ritesh Ghosal, CMO, Croma added:  “Croma is in a phase of increasing its footprints to newer geographies across India. We were looking for a partner who will share the core values of the brand Croma while delivering digital engagements in the existing as well as newer markets. With the digital-first approach, the brand promise will be delivered keeping every digital touchpoint in mind. We are banking upon the agile and innovative approach that WatConsult brings onto the table & looking forward to working with the energetic team.”

     

     

  • It promises customers more than just a good deal with ‘Assured Lifetime Service’

    Croma’s new campaign assures customers of a brighter tomorrow

    By A Correspondent

     

    Croma has launched a new campaign for the festive season that promises customers more than just a good deal with ‘Assured Lifetime Service’.

     

    Said Ritesh Ghosal, CMO of the chain of stores: “The series of TVCs serve to drive the message ‘Buy from Croma and we take care of all your service needs for life!’ Years ago, we realized that customers face issues in accessing service for their products after purchase – from misplaced invoices and guarantee cards, contact details for a brand, to locating a service centre – there are many gaps. Croma as a practice, facilitates resolution in all such cases. For this year’s festive campaign, we decided to highlight this unique service of ours. The prevalent environment in which retailers try to out-shout each other in media and out-bid each other on the shop-floor makes this message relevant and refreshing.”

     

    Talking about the TVCs, KS Chax, Chief Creative Officer, Tidal 7 said: “The one line brief was to come up with an innovative campaign that shows the comfort and reassurance that Croma provides its customers with their Assured Lifetime Service promise. The starting point of the campaign was the uncertainty and frustration people normally face in getting their products repaired. Our insight was the enormous reassurance a human face provides in this context.  The fun was in doing it with our collective tongues firmly in our cheeks, so we wouldn’t end up being pompous, predictable or boring. We haven’t just put a face to the promise, we have given it a cool, fun personality, as well”

     

     

  • To promote the exchange program, Croma has released an ad campaign that has been conceptualized and created by Tidal 7

    Croma urges customers to upgrade to a new laptop

    By A Correspondent

     

    Croma has unveiled its ‘Upgrade Life’ campaign that is conceptualised on its vision of promoting responsible consumerism.

     

    Said Ritesh Ghosal, CMO, Croma: “We realised that in today’s day and age, an evolved user loses patience with her/ his old gadget rather quickly when the device fails to keep pace with their needs. With the shortened product life cycle of gadgets, the final residual value of the product realised is also quite low. To counter this, we at Croma devised a unique exchange program wherein the customer has a chance to ‘Upgrade’ someone else’s life by donating their old functional laptop,which will then be handed over to someone who is more in needs of it. With this, we intend to ensure that everyone has an opportunity to begin their very own Digital Journey.”

     

    To promote the exchange programme, Croma has released an ad campaign that has been conceptualised and created by Tidal 7. Talking about the TVC, KC Chax, Creative Director, Tidal 7 said: “We had a simple brief of devising a campaign around ‘Upgrading Lives’. The insight to the campaign was the basic understanding of how people run out of patience when their gadgets fail to keep pace with them. When we learnt of the innovative exchange offer, we realized we had to match it with an ad film which conveyed the message without being too preachy about it. Thus out of this simple insight was born an interesting and engaging TVC.”

     

     

  • 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.”

     

     

  • This mandate will cover the entire media end-to-end solutions for TV, Print, Digital, Radio, Cinema etc

    Maxus to handle media mandate of Infiniti Retail

    By A Correspondent

     

    Global communications consultancy firm Maxus has bagged the mandate for Infiniti Retail (Croma), a subsidiary company of Tata Sons dealing solely in electronic retail products. Maxus has taken over the mandate with effect from April 1st 2016.

     

    This mandate will cover the entire media end-to-end solutions for TV, Print, Digital, Radio, Cinema etc. Maxus will also be managing the Social Assets of brand Croma and driving their Social strategy.

     

    Kartik Sharma, Managing Director- Maxus South Asia said: “Maxus has had the opportunity to partner with multiple entities from the TATA GROUP. We are therefore very pleased to now be a partner to Croma as well. Croma has been a pioneer in the Electronic retail space and continues to thrive in an evolving competitive environment. We see our strong strategic and digital capabilities being a real asset to the Croma team and look to working closely with them to drive their business priorities. The larger goal will be to navigate the brand in this increasingly challenging media and marketing landscape to ensure that Croma continues to win.”

     

    Anand Chakravarthy, Managing Partner- Maxus India said: “Working with a TATA brand is always an exciting proposition and this partnership with Croma is a big win for Maxus. Given the vision and brand strategy articulated by the Croma marketing team, we are really looking forward to partnering them on this journey.”

     

    Ritesh Ghosal CMO Infiniti Retail said, “Maxus’ integrated digital approach covering content, social and bought media swung the pitch in our minds. With our increasing focus on digital media, we were looking for a partner willing to learn the new Omni-channel marketing game along with us and Maxus with its experienced team and strong digital understanding put their hand up.”