Croma's experiential 'Moments of Joy' campaign on a road trip

After Mumbai and Delhi, it plans to carry the campaign – and the van of joy – to other metros such as Bangalore and Pune

BestMediaInfo Bureau | Mumbai | February 13, 2013

Infiniti Retail, which operates the Croma chain, has flagged off an experiential campaign – Croma Moments of Joy – which concluded in Mumbai during Christmas last year, and the second phase of the campaign was completed in Delhi on Republic Day.

The Croma 'Moments of Joy Van' went around the major crowded areas of the capital city – Saket, Hauz Khas, Rajouri Garden, and terminated at the Inner Circle of Connaught Place. There was a 'Push for Joy' button on the backdoor of the van. When a person pushed the button, a dispenser on the side threw out a little packet of joy – a gift! The gifts depended on the person pressing the button – a child would have got a pencil holder or chocolates, a lady would have got a gorgeous decorative item for her home. Up for grabs were also headphones, pen drives and other electronic items. And for the lucky ones, there was a chance to win a bumper prize.

Taking the 'We help you buy' motto to the next level, Croma ensured that through this event, it brought about smiles to thousands of Delhiites.

Commenting on the activity, Ajit Joshi, MD & CEO, Infiniti Retail, said, “We chose the experiential marketing route to establish a direct connect with the entire cross-section of the consumer base present at these locations. The campaign was targeted at existing and potential Croma customers residing in the major metros that have a large number of Croma stores. Age group was a function of locations chosen for the van to stop. As we chose youth hangouts largely, the target group was also young. Strategically, by choosing to carry out the experiential activity during festivals/holidays, we successfully reached out to our diverse target audience across demographics in these cities.”

Infiniti Retail plans to promote the campaign in other metros such as Bangalore and Pune, and may also repeat it in Mumbai and Delhi.

Info@BestMediaInfo.com

Info@BestMediaInfo.com