Croma is one of the largest multi-brand electronic retail store in India with a purpose “To be a world-class socially responsible retail company”. Croma believes in working for the communities around them. Technology, which is an integral part of people’s lives today has become synonymous with Croma. Croma offers its customer an omnichannel shopping experience with online and offline experience.
When we look closely at the purchase pattern of the consumers, they are always looking at a good exchange, value for money or some kind of gain from their old products. Croma wants to leverage this behaviour and wants to encourage the consumer to start disposing of their e-waste. It wants to educate people about how hoarding e-waste is just as harmful to the environment as plastic or other waste. Hence, Croma would like to encourage people to be cognisant of e-waste management. While there may be people who’d like to dispose of their used products, they may not necessarily be aware that the smallest thing like a mobile charger or a laptop mouse can be discarded too. They want to drill-in the message that the consumers should ‘Consciously identify items of e-waste lying around in their homes and flush them out’.

Croma believes modelling good behaviour starts with good knowledge. Hence, they wish to encourage customers in India to learn about e-waste management and encourage them to make it a habit.

This is a great opportunity for the creative community and students who are above the age of 16 to be a part of a nationwide initiative and contribute to a subject of national importance.

Objective of the campaign:

1. Activate consumers into giving up old electronic gadgets when they are buying a new one or upgrading to the latest gizmo.
2. Activate consumers into giving up old electronic gadgets when they are buying a new one or upgrading to the latest gizmo.

What should campaign seek to achieve?
10X increase in the volume of requests for e-waste pick-up