~ Films take a journey through time, celebrating passion and craftsmanship through our relationship with historic electronics and gadgets~
Bengaluru, August 19, 2024:Croma commemorated India’s 78th Independence Day with a special video campaign that transported viewers back in time via the country’s technical development. The four-part “Past Tech Present” film series, which is available on the “Unboxed by Croma” YouTube channel, masterfully captures the timeless allure of old electronics, which have grown to be a treasured part of our past despite our constant exposure to modern, cutting-edge technology.
“Past Tech Present” honors artistry and dedication with narratives that represent the essence of India’s advancement across its 77-year history of independence. The moving tales serve as a reminder of the strong yet uncomplicated bonds we share with objects that once defined entire periods, even as contemporary advancements continue to influence our daily lives.
In the films, four people from various parts of India are shown as individuals who are dedicated to preserving a piece of history through the use of ancient gadgets. The series encapsulates the essence of a bygone period, evoking nostalgia while underlining the spirit of perseverance and continuity. Sound effects include the crackling noises of a vinyl record, the ticking of a classic clock, the click of an analogue camera, and the static of a vintage radio.
In the first episode, we visit Hyderabad, where Mahboob Radio—a historic radio service center established in 1928—remains operational despite the widespread use of digital technology in the media. The business, which is currently owned and operated by Mohammad Mooinuddin Saheb, used to be a center of activity where people gathered to hear the newest music, news, and shows.
The second episode of the show introduces us to Bengaluru-based vintage watch repair Shaik Mehmood. His Indiranagar store, brimming with watches that are emotional to their owners, is a paradise for watch aficionados. Mehmood’s continuous commitment to the art of watch restoration attests to the significance of maintaining traditional crafts in a world of digital convenience.
In Episode 3, Munna’s vinyl record store puts Kolkata’s love of music front and center. Munna’s shop has been a meeting point for people who value the warmth and richness of analog sound since it opened its doors in the late 1970s. The store continues to be a haven for people who seek out vinyl albums and treasure the nostalgia they evoke, even in the age of digital music.
The last episode takes us to Lucknow, where the photography studio of Ravi Kapoor is a veritable gold mine of moments immortalized on camera. His collection of more than a thousand cameras serves as a testament to the advancement of photographic technology. Over the years, Kapoor’s passion for photography has expanded, capturing both the daily lives of the people of Lucknow and the city’s vibrant culture. Croma recognizes Kapoor’s commitment to maintaining the essence of photography despite the advent of digital technology as the primary means of producing photographs.
In a world where Independence Day campaigns often focus on patriotic themes, Croma’s “Past Tech Present” 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.
