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...