Campaign Launch
On August 25, 2026, Croma, the omni‑channel electronics retailer owned by Infiniti Retail Ltd and part of the Tata Group, announced the launch of its new marketing initiative titled "Ghar Banta Hai Croma Se". The campaign is positioned as a celebration of the evolving Indian home, where appliances and electronics have shifted from aspirational luxuries to essential lifestyle enablers.
Strategic Intent and Messaging
Croma’s Chief Marketing Officer, Amit Agarwal, stated that over its 20‑year journey the brand has entered millions of Indian homes, acting as a trusted advisor that simplifies electronics ownership. He emphasized that each first home, celebration, and family meal tells a story, and that the campaign is a tribute to those moments, aiming to help customers create homes filled with comfort, connection, and lasting memories.
Campaign Elements
The initiative includes special offers and curated product packages designed to help customers envision and upgrade their living spaces. Three heart‑warming digital films follow a young couple’s life milestones, illustrating how everyday appliance choices become the backdrop for significant events. Select Croma stores will be transformed with large‑scale washing‑machine‑inspired facades, creating high‑impact retail landmarks intended to drive footfall and reinforce brand recall.
Media and Activation Strategy
The integrated campaign will have a significant presence across digital platforms, over‑the‑top (OTT) services, and social media, complemented by on‑ground activations. Croma describes this as its most substantial investment in a video‑led narrative, aimed at forging a deeper emotional connection with consumers nationwide. Links to the campaign films are provided for reference.
About Croma
Infiniti Retail Ltd operates under the brand name Croma and is India’s first large‑format electronics retailer. The company runs 560+ stores across 200+ cities, offering a world‑class in‑store ambience and a seamless omnichannel experience through its website and the Tata Neu app, as well as through Big Basket. Croma has been featured among the 100 most valuable Indian brands by the Brand Finance India 100 report for three consecutive years.
Disclaimer
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