MUMBAI, INDIA – As the sun blazes across India, Croma, one of the country’s most trusted electronics retailers teams up with Posterscope India, dentsu’s OOH specialist, to cool things down with a campaign that’s as refreshing as a monsoon breeze.
Enter ‘AC Ho Toh Croma Se Ho’, a pan-India Out-of-Home (OOH) takeover that spans over 120 cities, blending strategic placements with eye catching storytelling. But this isn’t your typical summer sales splash, this is a campaign that owns the season.
At its heart lies a creative promise: relief from the relentless heat, delivered with wit, relevance, and geographic precision. Posterscope’s omni-channel approach tapped into both multi- and single-store markets, combining large-format billboards, transit media, and location-based cues to ensure that the Croma brand was everywhere the summer heat hit hardest.
The Frozen Chair activation inside Mumbai Metro is the highlight of the campaign. Sleek metro seats dressed in icy graphics, giving weary commuters a visual and emotional chill. The playful message, ‘Freeze the Heat’, turned the mundane commute into a memorable Croma encounter.
The campaign also deployed a clever digital display in Mumbai, inviting passersby with the message: “Your air specialist is just 5 mins away.”
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.”
