A pan-India OOH campaign spanning over 120 cities
Croma, one of India’s leading omni-channel electronics retailers, launched a high-impact, pan-India campaign – ‘AC Ho Toh Croma Se Ho’, designed to beat the summer heat, the campaign used a smart, contextual media strategy to drive top-of-mind awareness and boost seasonal demand for air conditioners and coolers. Conceptualised and designed by in house Croma team and executed by Posterscope.
Spanning over 120 cities, the campaign targeted both multi-store and single-store markets through an omni-channel approach, blending large-format outdoor displays with transit media to ensure widespread visibility. Strategic innovations were designed to spark curiosity, engage consumers, and drive store footfall during peak summer purchase cycles.
A standout feature was the innovative ‘Frozen Chair’ activation inside Mumbai Metro coaches, where select seats were wrapped with ice-themed graphics, creating the illusion of a chilling, air-conditioned environment. Accompanied by the message ‘Freeze the Heat’, these creatives invited commuters to experience cooling relief and reinforced the appeal of Croma’s AC offerings.
Adding to the impact, a cleverly positioned digital display in Mumbai featured the message, ‘Your air specialist is just 5 mins away,’ directing consumers to the nearest Croma store. This smart use of proximity-based messaging transformed a simple bus shelter into a powerful trigger for brand recall, highlighting Croma’s convenience, accessibility, and leadership in cooling solutions. Through strategic media choices and creative storytelling, Croma and Posterscope turned the summer heat into an opportunity – reminding consumers that when it came to staying cool, Croma was just around the corner.
Commenting on the campaign, Imtiyaz Vilatra, CEO, Posterscope India said, “With the summer season at its peak, this was the ideal moment for Croma to take ownership of the cooling category through a high-visibility campaign. Our strategy focused on impactful transit formats to engage people in their everyday moments and drive strong recall. The innovation in this campaign is a perfect example of how we transform functional messaging into experiential storytelling. It’s more than just an ad – it’s a brand experience.”