Croma’s 'Past Tech Present' Film Highlights Legacy Of Today’s Tech
The video campaign takes a journey through time, celebrating passion and craftsmanship through our relationship with historic electronics and gadgets
Croma's recent campaign has taken viewers on a nostalgic journey through India’s technological evolution. Released on the ‘Unboxed by Croma’ channel on YouTube, the four-episode ‘Past Tech Present’ film series draws out the enduring charm of vintage electronics that have become a cherished part of our history even as we are surrounded by cutting-edge electronics today.
‘Past Tech Present’ celebrates passion and craftsmanship through stories that symbolise the soul of India’s progress through 77 years of independence. While modern advances continue to shape our daily lives, the heartfelt stories remind us of the simple yet powerful connections we have with devices that once defined entire eras. On this Independence Day, the series acknowledges India’s journey towards the future while embracing the deep-rooted heritage that continues to influence our relationship with technology.
The films showcase four individuals from different parts of India, each preserving a piece of history through their commitment to vintage electronics. From the crackling sounds of a vinyl record to the ticking of a classic wristwatch and from the click of an analogue camera to the static of a vintage radio, the series captures the essence of a bygone era, evoking nostalgia while highlighting the spirit of resilience and continuity.
In a world where Independence Day campaigns often focus on patriotic themes, Croma boldly takes a refreshing approach that pays tribute to our past and links it to the present. The series taps into the deep emotional connections people have with technology from the past while celebrating the innovations that continue to shape the future. Through a spotlight on vintage electronics, gadgets, and the people who are passionate about them, the campaign offers a unique perspective on India’s journey toward progress. It reminds us that while technology may evolve, the memories and experiences it creates remain timeless.
Shibashish Roy, Deputy CEO of Croma Infiniti-Retail shares, “Technology has always been at the heart of progress. It is important to remember that the gadgets and electronics we enjoy today are a result of decades of innovation, passion, and dedication. ‘Past Tech Present’ is our way of saluting those who are preserving the art and soul of a bygone era for our generation. And in doing so, are inspiring us at Croma to build an authentic, thoughtful, and connected future.”
Through "Past Tech Present", Croma invites consumers to take a step back and appreciate the foundations on which modern technology has grown. This Independence Day, the film series reminds us that craftsmanship driven by passion has an enduring legacy that bridges the past with the present in the ever-progressing world of electronics.
