MAM
Croma launches ‘Ghar Banta Hai Croma Se’ campaign
Tata Group retailer uses films, retail activations and digital media to deepen home connection
MUMBAI: A house may have four walls, but Croma wants to remind consumers that it takes a lot more to make it feel like home. The Tata Group’s omni-channel electronics retailer has launched ‘Ghar Banta Hai Croma Se’, a campaign built around the role appliances and technology play in shaping everyday family life.
The campaign comes as electronics and appliances increasingly move from the wishlist to the essentials list, becoming part of how Indian households cook, clean, relax, work and celebrate. Croma is using the campaign to position itself beyond a transactional retail role, presenting the brand as a guide for consumers choosing technology for different stages of life.
The campaign features three digital films following a young couple and their journey through everyday milestones. Rather than treating appliances as the stars of the story, the films place them in the background of moments that gradually turn a house into a home.
Croma said the campaign will also feature special offers and curated packages, aimed at helping consumers plan and build their homes around their individual needs.
The retail experience gets a physical makeover too. Select Croma stores will feature large-scale washing-machine-inspired installations, designed to create visual landmarks, attract footfalls and extend the campaign beyond screens.
The campaign has a significant presence across digital, OTT and social media, supported by on-ground activations. Croma said it marks its most significant investment in a video-led narrative, as the retailer looks to build a stronger emotional connection with consumers.
Amit Agarwal, Chief Marketing Officer, Croma, said the retailer’s 20-year journey has taken it into millions of Indian homes, giving it a close view of how technology has become woven into everyday family life.
The campaign, he added, reflects Croma’s purpose of simplifying electronics ownership while helping consumers choose technology suited to their needs.
For Croma, the message is straightforward: appliances may power the home, but the moments around them are what make it one.
