Croma: Magic Filter

Tata Croma, one of India’s leading retail chains for consumer electronics and durables, wanted to boost TG’s awareness scores by increasing engagement.

The communication goal

Tata Croma is one of India's leading retail chains for consumer electronics and durables. Over the last decade, Croma has almost become synonyms for all electronics needs, with its tech-savvy staff, product range, online presence and the will to help customers.

The core of the electronics brand TG is the young audience between 20-30 years of age. In the last few years awareness scores for the brand had fallen. One of the key reasons was identified as heavy competition due to the increase of Ecommerce sales of electronics. It became imperative to keep the TG engaged.

The...

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