Croma celebrates with Mumbaikars

By Devesh Gupta , afaqs!, New Delhi | In Advertising | November 12, 2012
The multi brand retail chain has initiated a BTL campaign to thank its customers.

With Diwali around the corner, Tata Sons-owned retail chain Croma went through the streets of Mumbai to thank its customers for their faith in the brand in its latest initiative, the 'Moments of Joy Van'.

Crowd lining up to receive gifts from Croma 'Moments of Joy van'

The initiative, carried out on November 9, involved a green coloured van that traversed through Bandra, Juhu, Oshiwara, Malad and Kandivali. Designed by the in house team of Croma, the green van distributed gifts to the people it met on its way. People had to spot the van, come to it and press the specially designed 'Push for Joy' button in red and white on the backdoor of the van to get their gifts.

When a person pushed the button, a dispenser on the side threw out a little packet of joy that depended on the person pressing the button. Children got a pencil holder or chocolates, while ladies got packets of diyas for Diwali decorations, and likewise.

The van also had many special gifts like headphones, pen drives and other electronic items.

Ajit Joshi

Ajit Joshi, managing director, Croma, who flagged off the journey, says, "Most of the times, it is the customer that comes to the store, so this time we thought to reach out to them, and what better time than the festive occasion of Diwali. We wanted to thank them for believing in us."

Joshi adds, "The gifts may or may not be a Croma product. But the important thing we need to tell is that we do not take our customer for granted."

When asked if the campaign aimed to promote sales during Diwali, Joshi reiterated that Croma is confident about its sales and this campaign had no strings attached to it, other than to reach out to its customers.

"Croma caters to every gender, age and income group. It is a complete family store. Be it your first mobile phone or television, Croma has all products to offer,"

Joshi further added.

The multi-brand retail store has been offering schemes like SBI 'Cash Back scheme', 'Bundled product' and 'Touch Feel and Try' to its customers to ensure that it retains them and is at a comfortable position in the retail selling market.

With over 80 Croma stores across the country, the retail chain, launched in 2007, offers more than 6,000 products in over eight categories that includes phones, cameras, computers, entertainment, home appliances, kitchen appliances, gaming and accessories.

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