Win-Win: Croma’s ‘Festival of Dreams’ Soars with ICC Men’s Cricket World Cup 2023 association on Disney+ Hotstar

Festivals in India are incomplete without shopping. May it be for self-indulgence or to express affection toward families, friends and acquaintances, purchase capacities swell several times. Croma, a leading retail chain of consumer electronics and durables in India, wanted to reach such shoppers across major cities in India, including Mumbai, Delhi, Kolkata, Ahmedabad, Hyderabad, Bangalore and Chennai, with its proposition, ‘Offers Aise Tyohar Jaise’. The ‘Festival of Dreams’ campaign promoted the irresistible festive offers launched by Croma and aimed at capturing the attention of potential buyers seeking the best deals.

By leveraging the ICC Men’s Cricket World Cup on Disney+ Hotstar, Croma unlocked a young, premium and affluent audience among passionate cricket fans in major metropolitan cities of the country. The tournament coincided with the festive season, making it the ultimate fit for the partnership. 

Execution & Strategy

Disney+ Hotstar ran two 20-second video creatives on Connected TV to promote Croma’s ‘Festival of Dreams’ campaign. CTV ads were critical to the campaign’s success as they allowed Croma to communicate the offers to all the family members watching the match together at the same time. The strategy increased the message’s relevance and encouraged the viewers to dream of possibilities and turn them into a reality with purchases during the festive season — in sync with the brand’s core proposition.

Optimised with Disney+ Hotstar’s sharp targeting, the ads facilitated Croma to reach its target audience efficiently and increase brand awareness, consideration and top-of-mind recall for the sales, offers and discounts.

Brand Speak

Impact

*MAK – Mumbai, Ahmedabad, and Kolkata

*DBHC: Delhi, Bangalore, Hyderabad, and Chennai

Croma’s ‘Festive of Dreams’ saw significant uplifts across Aided Awareness, Online Ad Awareness, Purchase Intent and Brand Attribute.