Croma has rolled out a campaign ‘constitution of joy’ to highlight the brand’s promise of going beyond just assisting its customers on the occasion of India's 74th Republic Day.
Conceptualised by the brand’s in-house team the film aims to showcase how Croma has gone beyond the call of duty to make a difference in its consumers' lives. The film features a grandson vlogging on Instagram Live. The grandson tells his audience that it is his birthday, introduces them to his grandfather and shows all the food his grandfather is preparing for the occasion. It then goes on to showcase the grandfather grieving as his ten-year-old mixer grinder stops working while he was making food. The mixer brings back memories of the grandfather’s wife. The film transitions to a senior staff of Croma seeing the Instagram video and contacting the customer service team, who then dispatches the only remaining piece from Delhi to the grandfather's house. A Croma personnel is seen with a gift package outside the grandfather’s doorsteps in Tamil Nadu. It ends with expressing how the brand aims to provide its customers with an end-to-end shopping experience and understands that behind every small electronic device, there are memories that are attached to it.
