TataCLiQ.com, Tata group’s unique phygital ecommerce marketplace has unveiled its advertising campaign titled ‘#SureThing’. The digital campaign centered on a camel as its unlikely protagonist, stems from the fact that everything one buys on TataCLiQ.com is a C.A.M.E.L i.e. Certified Authentic Merchandise Everybody Loves.
A delightful, witty, quirky take on online shopping, the campaign focuses on TataCLiQ.com’s USP of being the #SureThing in shopping. The camel acts as a surrogate for the authentic, exclusive products and brands sold at TataCLiQ.com - be it apparel, electronics or footwear. The campaign is in line with the TataCLiQ.com phygital philosophy i.e. will be driven across the online world, mobiles and partner brand stores.
Divided into three announcer films i.e. bubble wrap, photographer and testing, the videoshighlight the care and effort taken by the TataCLiQ.com crew in curating, checking and getting the camels ready for consumers. The main film depicts a range of products from different categories in a consumer’s life thus bringing alive the benefit of buying a C.A.M.E.L from TataCLiQ.com. Further amplified with a sticky sound tattoo, “Get the Oont”, the jingle boosts the memorability and creative message across the films thus maintaining brand recall across executions.
The camel stamp adds a simple yet effective semiotic cue that reiterates the genuineness and authenticity of the brands and experience offered by TataCLiQ.com.Targeted at consumers who are unsure and tired of sifting through endless listing of products of unknown brands, doubtful about their quality and authenticity, the creative campaign aims to deliver the brand message of curated, genuine brand forward shopping experience.
Prathyusha Agarwal, Head – Marketing, TataCLiQ.com said, “In a category cluttered with product forward, sales, discount advertising or high end fashion and lifestyle imagery that is indistinguishable from one brand to the other, we chose to tell a quirky tale using camels and associating them with the guarantee of finding authentic and genuine products at TataCLiQ.com. The incongruity of camels in the place of products - being groomed, packed and shipped, delivered and actually put in use by shoppers makes for strong visual disruption and extremely clutter breaking story telling. As a digital-first brand, the digital medium is home turf, and appeal to digital natives, paramount. We believe our C.A.M.E.Ls will find favor in whichever medium they roam, and whichever topic they talk about. In the immediate future we see our C.A.M.E.Ls going #Phygital and conquering the worlds in physical (stores) and digital (online) spaces.”
You can watch the ad films: